News Corp Australia launches new ‘We’re for you’ TV commercials in five metro markets via Big Red
News Corp Australia’s new TV commercials themed ‘We’re for you’, created by agency Big Red, Melbourne, have gone to air in Sydney, Melbourne, Brisbane Adelaide and Hobart.
The 15 TVCs (5x15sec; 5x30sec; 5x60sec), which are set to a cover of the Beatles classic ‘A day in the life’, promote The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser and The Mercury, taking the News Corp’s ‘We’re for you’ brand positioning to the next level.
Says Tony Phillips, chief marketing officer of News Corp Australia: “The ‘We’re For You’ tagline embodies how we wish to connect with our readers. It’s a statement of commitment that we’re for the things that matter to our readers and their communities.
“These commercials, tailored for each city, tap into the places, moments, and methods in which people consume our content, using a universally recognised Beatles song.
“The TVCs show consumers in various situations in any given day, and how they’re connecting with reading the news. It evokes a sense of belonging to a community of people who know, share and discuss what’s going on in the world around them.”
The iconic Beatles song refers to a typical day – waking up, getting ready, having breakfast, commuting to work, and importantly, reading the news of the day.
Says Phillips: “We hope that when people are humming the tune, they are emotionally connecting our newspapers as an everyday source of news and information, whether they’re on the go or having a relaxing Sunday read.
The TV commercials aired on the weekend during Channel 7’s My Kitchen Rules and Channel 9’s Married at First Sight and 60 Minutes.
Supporting this campaign over the coming weeks will be evolving print and digital ads, outdoor advertising across the transit network in Sydney, Melbourne and Brisbane, as well as an extensive radio and cinema campaign.
Yesterday, every Sunday metro paper topped off a strong print campaign week, featuring double-page ads across pages 2 and 3, with each editor’s statement of commitment to their readers.
Client: News Corp Australia
Chief Marketing Officer: Tony Phillips
General Manager Metro & Regional Marketing: Bettina Brown
Head of Brand and Media Services: Louise Davis
Agency: Big Red
2 Comments
I bet he can’t wait to get his music back.
We’re for you… if you’re white.