Case studies

These case studies showcase the best examples of advertising across print and digital newsbrands. 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: develop consumer understanding of a brand and its purpose

Fame & stature: create the sense of brand momentum

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

Halifax - Money

With the aim of boosting consumer awareness and preference for its brand, Halifax teamed up with Metro to demystify the world of finance. Recognising that most brands talk about their products, Halifax saw an opportunity to instead reinforce its alignment with people’s lives and their interests. To do this, a focus on money rather than finance was key.

In September 2017, Halifax and Metro launched the newsbrands’ first ever weekly personal finance section, Money. Metro was a natural fit for the campaign thanks to its great reach among young, metropolitan consumers and its attitude to making news approachable.

The four-page weekly feature has been so successful that it still runs today. Rather than telling people what to think, the emphasis is on providing bite-sized information without the complicated financial jargon. Halifax, Metro and Greenhouse GroupM work together to agree weekly themes focused on lifestyle, with Metro then producing all content in-house.

The partnership has dramatically improved perceptions of Halifax, with brand preference up by 50%, brand consideration up by 48% and brand favourability increasing by nearly 40%.

This partnership was based on a clear understanding and insight of the brand’s audience - it put its customers at the heart of the creative, worked really closely with its newsbrand partner and made the campaign part of the fabric of the newspaper.

Emma Hill, group brand director, Legal & General


2018 Award winners

All the winning case studies from the Newsworks Planning Awards 2018

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