#SamDay or how our 2 biggest mastheads changed their name for the day!
Overview of this campaign
The objective of the #AskSam campaign was to reach as many people as possible with maximum impact. This launch was so big that a traditional media buy wouldn’t cut it. We needed something a lot bigger that would get people talking. It was also the first time that a digital business like Uber was investing in print so we needed to do something unique. So we changed the name of the papers to be more about Sam: The Sunday Telegraph became The SAMday Telegraph and the Sunday Herald Sun became, you guessed it, the SAMday Herald Sun. Zac Skulander, Head of Print Innovation says: "The rise of the share economy is such a dynamic industry that partnering with Uber from a print standpoint was incredibly exciting for us. We needed an innovative way to answer a really great initiative and demonstrate the flexibility of our print brands." The masthead change is a first for the Sunday Herald Sun, and a second for The Sunday Telegraph. The campaign goal was to ensure UBER's message was amplified with an initial launch audience of almost two million Sunday paper readers. In addition to rebranding the front page mastheads, the campaign included a full page ad on page two of both Sunday papers - designed as a letter from UBER explaining the concept - eight different strip ads in prominent placements throughout the Sunday papers, newsagent posters distributed and social media amplification . News Corp really got behind this campaign as a network and showcased how prominent and impactful it really is in Australia. Our Public Relations Trade Marketing and Corporate Affairs teams were also involved and helped amplify this activation on radio, TV, news agencies, etc.. It was a true team effort as we also managed to get our journalists to talk about this movement and promoted this via EDM to the News Corp staff. This is by far the most unique and innovative print execution we had on our newspapers.
Results for this campaign
The results of the campaign were outstanding and far exceeded what Uber was hoping for. The final sign-ups were up by 450% to what was originally forecasted and planned. On launch date, the traffic to the registration page was off the roof and as the mastheads activation were the only paid media activation live, it was easy for Uber and News Corp to identify how effective that element was. This is a great testament and case study that shows how effective and relevant print still is and shows how it can over-deliver on key metrics and KPIs.
From a News Corp point of view, this campaign also exceeded our internal expectations. The perfect example for this is how the Herald Sun Facebook Post had the most engagement ever when looking at any kind of posts we have ever done; showing that our audience really engaged with the Uber offer and the messaging really resonated with them.
Mick Carroll, editor of The Sunday Telegraph and Nick Papps, editor of the Sunday Herald Sun both agreed the unique, fun, campaign resonated well with their readers.
We have been using this campaign as a case study for print across Australia and across the globe as it is a clear example of how innovative and relevant print can be.
Last but not least, in order to take Uber on the print journey with us, we had organised a meeting with the Sunday Telegraph editor as the paper was being edited on the Saturday evening followed by a trip to Chullora which is our printing site to see the first SAMDay Telegraph come to life as it was first getting printed!