The Australian Financial Review - The Daily Habit of Successful People
2018 Finalist

The Australian Financial Review - The Daily Habit of Successful People

Fairfax Media

Pyrmont, Australia

Category Best Brand Awareness Campaign

Overview of this campaign

We knew in Australia’s rapidly changing economy, The Australian Financial Review (AFR) needed to break its brand perception out of the boardroom to appeal to more than just the traditional, bowler-hat types of the business world.

We needed to demonstrate that the Financial Review was the essential habit for today’s business leader, whether she worked in an established corporate or a start-up.

Our campaign objectives were to:

  1. Assert the AFR as the news source of choice for Australia’s leaders and succeeders

  2. Extend the AFR’s appeal beyond its traditional business audience

  3. Kickstart subscription revenue growth and drive uptake of the digital free trial

Psychographic profiling of our subscribers revealed the unifying characteristic of today’s diverse set of leaders and agenda-setters: ambition for success. Drawing on this research, we launched the campaign with the brand proposition ‘The Daily Habit of Successful People.’

To immediately capture attention in our target audience’s daily environment, we launched large-scale media buys in key central business districts (CBD) including Martin Place in Sydney and Flinders Street Station in Melbourne.

Reflecting our emerging audiences who worked outside the boardroom, we also targeted more alternative business hubs outside of each CBD. It meant we could speak to our target audience in their local cafe, elevators, and even in their parking spots.

In a large format billboard dominating Melbourne’s busiest commuter station, we challenged our audience to ‘Know Where You’re Going’, while Canberra’s public servants were dared to arrive at ‘Destination Success’ in their airport lounges as they commuted to Australia’s business hubs.

Results for this campaign

More than simply establishing the Financial Review as ‘The Daily Habit of Successful People’ in hearts and minds, our brand campaign was specifically geared to drive customer acquisition.

Every execution called the customer to subscribe, driving effective consideration of the AFR’s one month free trial to digital subscription packages.  Success was just one click away from the billboard.

The results speak for themselves.

Awareness Results:

  • 131 bespoke outdoor executions

  • 48 million digital impressions over campaign period

  • Growth of AFR Facebook page to over 85k followers

Revenue Results:

  • We smashed this year’s revenue targets by an unprecedented 41%

  • We accelerated our weekly customer acquisition by 21% from campaign launch

  • We lifted total subscribers by 20% year-on-year

We also ensured we extended the ‘Daily Habit of Successful People’ brand message past the point of subscription. The first 30 days of subscription are the churn danger zone, so we continued to speak to our customers post-conversion with a data-driven onboarding program. By demonstrating the ongoing value in a subscription under the Daily Habit brand banner, we decreased overall subscriber attrition by 6%.



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