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

Sony Pictures – Ghostbusters: Something Strange in the Neighbourhood

Sony Pictures launched the remake of Ghostbusters via a cross media campaign with the Metro, JCDecaux and Snapchat.

With summer a fiercely competitive time for film releases, this campaign's two main challenges were to stand out and to disprove older audience apprehensions that remakes never match up to the originals. They opted for a cross media campaign that would reignite people's love for the franchise and bring in new generations of fans.

Metro's ability to reach both 16-34 year old adults and parents of children aged between 7-15 years, made the newsbrand the perfect partner for the activity. The campaign was built around three installations, with the focal point a Ghostbusters takeover of London's busiest train station, Waterloo. Running from the Monday prior to release, this consisted of a huge Stay Puft Marshmallow Man, a pop-up NY subway station, slimed poles, floor vinyls, hanging banners, ticket barriers, tunnel wraps, business cards and Snapchat geofilters.

To amplify this activity, Sony Pictures and Manning Gottlieb OMD ran a six page partnership with the Metro comprising advertorials, competitions, phone lines and high impact display. Launched on the Friday prior to activity, a spoof editorial piece reported 'strange happenings' at Waterloo station and prompted readers to call the "Who You Gonna Call" hotline, where they were met with a recorded message from actor and Ghostbuster receptionist Chris Hemsworth.

On the Monday morning of the campaign, Metro replaced its masthead "O" with the iconic Ghostbusters logo and the front page featured a competition where readers could win a once in a lifetime Ghostbusters trip to New York. A full page feature ran in Tuesday's edition and revealed the scale of the Waterloo activity with a write up, images and drive to the Ghostbusters hotline.


  • The positive sentiment generated saw a 10% rise in interest in the film compared to the week before the activity started
  • Metro's activity alone reached over 6.8 million people
  • The competition in Metro had over 9,000 entries - completely busting Metro's usual competition benchmarks of 5,000
  • There were over 50 million "Ghostbusters Waterloo" related impressions on Twitter alone

This was the most challenging campaign we've undertaken, both in terms of a new approach and the logistics and execution. We wanted to create something that would get people talking and generate excitement around the new film and, to that end, the results surpassed expectations.

Stuart Williams, marketing director, Sony Pictures

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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