Royals and politicians take centre stage in News Corp’s subscriptions campaign via The Works
News Corp Australia’s latest digital subscription campaign – the third produced in collaboration with The Works – has continued its theme of entertaining, tongue-in-cheek statements overlayed with prominent local and global figures and major events.
Appearing in all News Corp print and digital metro and regional mastheads nationally, as well as radio and OOH, the latest iteration follows enormously successful Samsung tablet and Sennheiser headphone subscription campaigns which ran earlier this year and late last year.
Says Tony Phillips, chief marketing officer, News Corp Australia: “The uptake in subscriptions from our last two campaigns exceeded expectations. Our bundle subscription offers grew over 50 percent year-on-year.
“Australians have a great sense of humour and the campaign creative absolutely delivers in terms of its satire and entertainment value, in addition to promoting a quality product, service and highly sought-after bonus gift.
“Our mastheads and subscribers are reaping the rewards, with consumers realising the benefits of what a News Corp subscription offers in terms of quality content, exclusive stories, competitions and promotions, and access to a range of benefits through +Rewards.
Says Nathan Bilton, creative partner at The Works: “This offer taps into the way we’re consuming news today. And with previous success, this evolution of the campaign brings together engaging, topical content with a light-hearted, cheeky tone that showcases what a News subscription delivers.”
The creatives bound to deliver the strongest engagement are those of our Members of Parliament, and one featuring the Duchess of Sussex, Meghan Markle and Prince Harry.
The campaign also includes action shots from football codes relevant to each masthead, and the Tour de France.
The ads promote a 12-month digital subscription offering for News Corp metro and regional newspapers.
Agency: The Works
Creative Partner: Nathan Bilton
Creative Project Managers: Abby McKean, Jodie Schwartfeger
Copywriter: Jane Myers
Design & artwork: Chris Dwyer, Danielle Jonker, Chris Hall
Production: Lucy Whirledge
6 Comments
How did this get through?
Using editorial images in a mediocre campaign that implies endorsement from the celebrities?
Embarrassing.
Also, the phone number says 1800 xxx xxx on the last ad. Which makes me wonder. Did this ACTUALLY get through?
Well that’s a pile of fucking shit.
Wow. The bar lowers yet again. We truly are doomed.
Well done.
Unbelievable.
In the running for worst campaign of the year. What utter, utter crap. Stop hiring kids to do the work of creatives.