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

Shell – V Power

Partnering with The Telegraph, Shell created its first ever 360 degree commercial video to supercharge its V-Power Nitro+ Diesel campaign, driving consideration and sales.

V-Power Nitro+ is the performance fuel offered by Shell, for which the brand had three campaign objectives: driving consideration of the product, making existing customers feel excited and loved and educating those not using the fuel of the benefits.  

A newsbrand partnership was identified as the perfect way to reach ABC1 35-55s, with The Telegraph selected as the right title to communicate with people who have a passion and knowledge for motoring and performance, matching Shell's.

Turning their back on "standard content", MediaCom focused the campaign's budget on creating one piece of standard content which would show the fuel in all its glory - giving people the real experience of how a performance car handles on SVPN+ Diesel.

To do this MediaCom, Shell and The Telegraph created the first-ever 360° commercial video giving viewers the experience of driving really fast, but in perfect control on the UK's premier test track. Taking it one step further, the video was interactive, allowing the passenger to control the view, look at the road ahead and out of the side or rear window or at the driver, and even put their head in their hands. The role of stunt driver – who talked to the camera – was supplied by Stig and James Bond stuntman Ben Collins.

The video was available on the Telegraph's new format Content Blast which hosted commercial content in never-before-accessed editorial locations on The Telegraph's homepage. A further five videos focused on a variety of diesel related subjects.


  • +136% increase in SVPN+ consideration
  • +40% increase in understanding SVPN+ benefits
  • Substantial increase in SVPN+ Diesel sales

Being an industry first, [this campaign] gave Shell a unique opportunity to connect in an exciting and engaging way to an important audience for the Shell V-Power Nitro+ Diesel brand.

Marcus Sheldon, UK fuels manager, Shell UK

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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