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

Kia – The Telegraph: Achieving Euro 2016 goals

Kia teamed up with The Telegraph to enrich understanding of its involvement in football, while improving consideration of its new model and increasing sales.

Looking beyond traditional 'above the line' advertising, Kia saw that its answer to consistently engaging with fans during the Euros lay in a content partnership. This would allow Kia to begin its campaign before the start of the football tournament and grow credibility for its involvement in football. The Telegraph was identified as the perfect partner due to its demographic profile and a strong reputation in football.

The campaign started with a build-up stage including live events. This content was amplified via a Telegraph and Kia owned channel, where a penalty shoot-out game gave users the chance to win a Kia Sportage.

The start of the tournament bought more content; a 36-day video series, half-page features across print and digital, display strips, online takeovers of Telegraph Sport and an editorial newsletter and content slot. All the content ran with a competition to win tickets to the tournament.


The partnership smashed expectations, beating KPIs by an average of 13%:

  • There were 835,000 total video views
  • Over 120,000 played the penalty shoot-out game
  • There were over 210,000 visitors to the Kia centralised hub
  • Research shows that consideration to purchase a Kia among those exposed to the campaign grew by 47%

The proposal from The Telegraph stood out for its variety in elements that were offered, over and above just reach: events at dealers, content, solid business KPI commitment, engagement, printed media, on-line media and social media and, for Kia, unprecedented access to talent. The partnership worked extremely well and delivered over above expectation.

Maaike De Vries, events & sponsorship manager, Kia

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

automotive category 145

Automotive effectiveness

Adding print newsbrands to the media mix improves overall campaign revenue return on investment by 70%

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