Overview of this campaign
How to add pizzazz to the news.
We used our complete digital product suite for our major metropolitan mastheads as a platform to launch our biggest national subscription campaign of the year.
This was a great opportunity to showcase the rich and immersive experience of our digital editions, as well as the breadth and depth of news, sport and entertainment our subscribers have access to. Plus we know from our marketing analytics that if subscribers consume their news across multiple devices and products (eg. the newspaper, the tablet and mobile editions, the mobile site and the website); they are more engaged are 19% less likely to churn.
Our campaign’s key objectives were to:
1. Increase brand awareness and consideration of our overall subscription offering and of our tablet and mobile editions
2. Increase tablet and mobile usage and engagement of subscribers
3. Drive acquisition of new subscribers
To bring our campaign to life, we enlisted Australian icon Barry Humphries and his alter egos, Dame Edna Everage and Sir Les Patterson. Their touch of pizzazz and trademark humour helped entertain, whilst ‘educating’ readers about our tablet and mobile editions, so they “learnt while they laughed”. It’s a light-hearted look at the features and benefits to drive greater usage and take up.
It’s the first time Barry Humphries, Dame Edna and Sir Les have appeared together in an advertising campaign and includes a cameo appearance from high-profile Australian – model Jennifer Hawkins. The talent were a good fit for our target market with national appeal for men and women, a style of humour that draws most generations and a fan base 35 years+ (aligning well with our target market).
Our ambassador’s ebullient wit and flair provided a strong creative foundation across all media. The campaign centred on the tagline ‘How to with Dame Edna/Sir Les’ which provided breadth, intrigue and humour to showcase all features of our subscriptions.
The campaign was integrated across television, newspaper, web, mobile, social media, eDM and radio.
Results for this campaign
The campaign launched nationally on 27 September 2015 and has achieved significant results to date.
1. Brand awareness and consideration.
We measured brand awareness and consideration of our tablet and mobile editions together with a subscription to one of our major metropolitan mastheads pre and post campaign. Results show statistically significant uplifts in:
Spontaneous awareness of subscriptions:
+10ppt for tablet users who are consumers of news
Prompted awareness of our tablet and mobile editions:
+10ppt with existing online readers of one of our mastheads
Consideration to use our online, tablet or mobile editions:
+12ppt with existing online readers of one of our mastheads
2. Usage and engagement
• 10% increase to the number of unique logged in subscribers to the tablet and mobile editions
• 30% increase in downloads in the ATL campaign period
3. Acquisition of new subscribers
• 16% uplift in new subscribers over the same period in 2014.
The campaign also delivered:
• TV reach of 6.4 million on Seven and Network Ten delivering 1+ reach goals
• 3.4 million video views on Facebook and YouTube with a 34% video engagement rate (compared to 20% industry benchmark)
• 4 million pre-roll video plays with up to 82% full completion rate on 15sec format (compared to 75-80% industry benchmark)
• PR reach of 2 million with a live interview with Dame Edna on The Project, an interview with Lisa Wilkinson on The Today Show; plus morning radio interviews
• 272 insertions in newspaper (not including editorial integration in print and digital)
• 72 million impressions across masthead digital assets and 55 million via external display with CTR of 0.05% (in line with industry average)
• 40% eDM open rate (compared to 16% industry average) and 23% CTR (compared to 11% industry average) to 100,000 existing members