Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Sky – Game of Thrones

Creating a new legion of Game of Thrones fans by getting them to watch series' one to four of the show on Sky Store was the campaign’s objective.

With two target audiences – Sky customers who did not yet have the Sky Family Bundle or access to Sky Box Sets and Sky Box Set customers yet to watch Game of Thrones – the aim was to increase consideration and ultimately get people hooked on the show, thereby increasing viewer numbers for the new series on Sky Atlantic.

By teaming up with ESI Media, MediaCom and Sky created a four week 'watch-a-long', taking readers on a journey through all four series of Game of Thrones, with the help of two journalists – one a Game of Thrones sceptic and the other a fanatic.  

Breaking down each series into digestible chunks (two episodes a night), the journalists reported their view of each episode in the Evening Standard and i three days a week, while interesting Game of Thrones facts were published on the other days to increase buzz.


  • Live viewing of series five on Sky Atlantic was higher than any other series, with 3.2 million people watching the series finale – the highest live viewing figures for any show on Sky
  • 28% of readers agreed with the statement "Made me want to watch Game of Thrones series 1-4", increasing to 33% amongst Sky subscribers
  • Viewing intention for both Sky Box Sets and Game of Thrones Series five was highest amongst those who had seen the campaign
  • Those exposed to the campaign were 26% more likely to agree with the statement: "Sky Box Sets is the best Box Set service available"
  • The campaign generated strong word of mouth and action, prompting 2.28 million Sky subscribers to watch Game of Thrones on Sky Box Sets

The ESI ‘GoT watch-a-long’ was successful in shifting brand metrics for our target audience – but most importantly helping them get over the barrier that may exist for some of there being a large number of episodes to catch up on ahead of Series five starting.

James Farmer, marketing controller, Sky

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