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

Specsavers - Putting you in the umpire's shoes

For the 2015 Ashes, Manning Gottlieb OMD, Specsavers and The Telegraph came together to put consumers in the shoes of someone who relies on perfect vision to make game-changing judgements – the umpire.

Hosted on a Specsavers branded page within The Telegraph's sport section, Umpire Challenge used real footage from an umpire's point of view to give the most authentic experience possible, while giving users the chance to win tickets to sold-out Ashes games.

Further activity included daily advertorial features in the paper, reviewing the day's play from the umpire's perspective, and a digital road-block of The Telegraph's cricket channel on key days across desktop and mobile.

Key findings

  • The online game has been played over 60,000 times
  • 119,710 page views, over delivering on unique browsers by 58%
  • Professionalism scores increased post campaign by 4% v. Q1 2015

The choice of media was bang on and it’s powerful to see such a strong partnership between the media agency, the media owner and the brand. What's been created is a very simple piece of interactivity but it's utterly engaging and entertaining and entirely appropriate for the audience.

James Murphy, founder, adam&eveDDB

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