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 – You, Me & The Apocalypse

How Sky teamed up with Trinity Mirror to create an editorially integrated partnership for the launch of its new Sky 1 show, 'You, Me & The Apocalypse'.

Consumers have hundreds of TV channels to choose from and often end up reverting to the same shows or watching on-demand. The aim of the campaign was to jolt them out of this behaviour in a bid to get them to tune into the first episode of the new Sky 1 series.

The plan centred on disrupting the TV decision-making process, creating fame and stand-out from competitor programming and a real sense of FOMO (fear of missing out).

The partnership saw the creation of an 'End of the World' edition of The Mirror and 10 regional titles, including replacing the 'O' in the masthead with an impending meteor, a themed horoscope section and a one-off TV listings page, which 'blew up' the listings from 9pm, once the new programme had been aired.


  • The show attracted the largest audience of any new Sky 1 series this year
  • The majority of print readers recall seeing the advertising activity and were aware of the show

MediaCom identified a really engaging and disruptive way to get our hard to reach low-mid engaged viewers to really engage with and reappraise Sky 1 content. It put You, Me & The Apocalypse front of mind in a key TV decision-making moment and drove new audiences to Sky 1.

Sian Jones, marketing controller, Sky 1

Beagle Street

Beagle Street case study

As a newcomer to the life insurance market, Beagle Street wanted to challenge the industry status quo while promoting health and emotional wellbeing


Kenco case study

How powerful content delivered through a credible media authority helped Kenco's CSR story stand out and get noticed


Coach case study

Coach teamed up with ESI Media to tell a new creative story focused on its New York heritage and quality craftsmanship, while also driving data acquisition

Warner Bros Pictures UK

Warner Bros. Pictures UK case study

For the cinema launch of 'In the heart of the sea', News UK's Method created a panoramic half wrap of The Times, based on authentic 1800's editorial from the newspaper’s archives



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