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

Microsoft Xbox – Tomb Raider

Dentsu Aegis Amplifi and McCann London teamed up with Microsoft Xbox to get gamers to take notice of new game 'Rise of the Tomb Raider'.

Launching during the most competitive release environment of the year, the aim was to showcase the new gritty feel of Tomb Raider and bring to life Lara Croft's transformation from hapless victim of circumstance to survivor.

Through the use of Dentsu Aegis Network’s proprietary audience tool CCS, Amplifi confirmed that 72% of Tomb Raider’s target audience expect advertising to be challenging, so it joined forces with McCann London to create 'The Survival Billboard'.

The activity saw eight contestants elevated above central London to create the world's first human billboard. The contestants had to battle the harsh weather, mirroring the tough conditions faced by Lara Croft in the game.

The campaign launched in the recruitment section of the Evening Standard and Metro, utilising the titles' broad reach to commuters. Creative included lengthy 'Terms & Horrible, Horrible Conditions' – a humorous, disruptive attempt to discourage would-be contenders who don’t have what it takes to apply for the ultimate challenge on

The final contestant's experience of The Survival Billboard was streamed to the website, as well as to digital OOH sites (Manchester Piccadilly, Birmingham Eye) and HPTOs on IGN (the UKs biggest gaming site).


  • Average billboard dwell time was 8 minutes, 6000% higher than the average of 8 seconds
  • Over 45,000,000 total impressions
  • 2,000 sign ups to compete on The Survival Billboard
  • Over 6,000 mentions of #survivalbillboard
  • Biggest Xbox Twitch campaign ever with over 450,000 views

Survival Billboard was a great demonstration of integrated, multi-media campaign

Jon Edney, senior category manager, Xbox Studios

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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