2016 Finalist

There's No Place Like 'Home'

News Corp Australia

Surry Hills, Australia

Category Consumer Research

Media associated with this campaign

Overview of this campaign

Home Magazine is the home inspiration insert in our metro newspaper (e.g. Daily Telegraph) – and the lead advertising channel for home builders in Australia.
We were approached by builder clients for insights into the consumer path to purchase – which were not available.
In order to continue our long-standing good relations with our clients and to better understand the market ourselves, we commissioned this study.
Our objectives:
• Position ourselves as a partner to our builder clients by providing valuable consumer insights
• Maintain Home Magazine’s leading role across top builder ad budgets
• Uncover the consumer path to purchase:
- To find commercial opportunities for builders
- Commercial opportunities for Home Magazine to leverage and develop- particularly in the digital space
- Discover the role of media and marketing play
- Open new client conversations to offer new NCA products and solutions

Results for this campaign

The research revealed valuable insights for both NCA and advertisers - confirming Home Magazine plays a key role in inspiring consumers planning or building a new home. It also clearly revealed the consumer need for ‘how to build’ information to navigate the complex path – but most importantly it uncovered Home Magazine is one of the rare ‘how to build’ resources consumers use.
The results of the research included
• The launch of two new NCA products:
- The Gloss Home Magazine
- The Home Magazine page on the dailytelegraph.com.au
- Both featuring inspiration and ‘how to build’ content
- Both products launched along with our new digital products at the tail end of the presentations
• Client launch materials:
- A client presentation - a visually-appealing presentation with vibrant colours and lifestyle images aligned
- 40 page gloss book – the client gift summarising the research in more detail
- Both pieces designed to present the path in clear stages, peppered with consumer quotes and a clear summary of the commercial opportunities for clients to use
• Client launch execution:
- In NSW, the presentation was taken on a client roadshow with the gloss books as a gift leave behind
- In VIC, we held a client event at the NCA office to update clients on the latest News Corp digital offerings as well as the consumer research - the gloss book was given as a gift
In both markets, the study was greatly appreciated by clients and left the impression that NCA is their partner in business and experts in their market
• The study started new conversations resulting in incremental revenue of $230k in NSW alone - $100k from digital and $130k from the Gloss Home Magazine
• Clients used the study results to confirm and modify their business plans – giving them more confidence in their strategy to service, market to and win consumers


To contact a company representative about this campaign, click here for the INMA Member Directory