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

Volkswagen UK - Rammed with Confidence

The SUV market has become a fierce battleground, with launches of small SUVs particularly on the rise. It was into this well-established market that VW launched its first ever small SUV – the T-Roc – and, as a latecomer to the category, it needed to stand out from the crowd.

To do this, PHD took the core product benefit of the T-Roc – a car designed to give drivers more confidence – and turned it into a media strategy; taking media planning and buying to the next level.

The solution came in the form of ‘Bam the Ram’ – a little ram with big confidence – who burst out of VW’s campaign and rammed into other brands’ ads across a range of media, including newsbrands, TV, OOH and social. In newsbrands, Bam rammed his way through nine different titles, 28 times in 23 different formats, both print and digital.

With a focus on utilising the strength of every channel used, the campaign saw VW collaborate with other well-known brands to innovatively land its ‘Born Confident’ message in both its own media space and the surrounding environment.

This campaign took a big idea and managed to really drive its creative spirit and passion through a number of different media channels.

Peter Holmes, director of brand, Telefónica Europe


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All the winning case studies from the Newsworks Planning Awards 2018

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