THE AUSTRALIAN

A dynamic media campaign integrated into the newsroom.

We were asked to drive growth for The Australian during a very uncertain economic outlook for 2023.

So, we reminded readers there had never been a more important time to access high-quality, trusted journalism.

Now’s the time to be informed.

We created a campaign platform for The Australian that not only showcased the breadth and depth of content available to subscribers, but also how vital that content is in the context of what’s happening around them.

Every aspect of the campaign was dynamic, so that it could be responsive to the news cycle, proving that there’s never been a more important time to access high-quality, trusted journalism.

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Here’s how we did it...

We created an evolving TVC that could be repopulated time and time again to feature the different content available to subscribers in real time. In doing so, we could showcase editorial features that needed promoting alongside headlines from the current news cycle relating to the most pertinent issues of the day.

Responsive OOH

Featuring the headlines of the day, uploaded in real time, we used digital OOH to demonstrate to readers the breadth of content on offer.

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