The Australian launches ‘Questions of Perception’ retail campaign via Below and Beyond Sydney

Below and Beyond – Sydney has launched ‘Questions of Perception’, a retail campaign that extends The Australian brand platform of ‘Search, Know, More’ by introducing the reader to a deeper exploration of the brand essence.

Aimed at increasing purchase frequency and readership for The Australian, the promotion poses daily thought provoking questions. Readers then enter by sharing their point of view across a varied range of debatable subjects to win from a prize pool worth over $50,000.

For 2 weeks, there is a different promotion every day, so each newspaper brings a new opportunity to engage.

The campaign is supported by national and local press, radio including Spotify and in store as well as a trade component. Entry is via online and mobile using the daily code printed in the paper.

Says Michael Blumberg, Below and Beyond – national managing director: “We’re especially pleased with this demonstration of our creative and strategic approach to deliver an impactful and enticing promotion, whilst reinforcing strategic brand cues.”

Says Mark Gilbert, marketing manager – The Australian: “Our focus for this campaign was to target our young and more affluent audience with an engaging in paper daily promotion, with experienced based prizes linked to our diverse range of content we know our readers will love. Critical to this is supporting our retail channel to drive sales and foot traffic.  A massive amount of work has gone into this campaign with a strong creative led path to purchase focus – a testament to the entire team.”

Client: Mark Gilbert, The Australian News Corp

Agency: Michael Blumberg Below and Beyond – Sydney