News Corp Victoria & Carlton and United Breweries - mX Zero
Overview of this campaign
Squeezed out of the market in 2015 after 14 years, mX was filled with irreverent yet intelligent news snippets, sport, entertainment and features.
mX Zero was effectively a four-week pop-up newspaper, starting from scratch, to supercharge awareness and shape a new beer drinking attitude, and ultimately driving sales.
mX was a much-loved commuter newspaper, which folded for commercial, not content reasons.
News Corp was asked to provide news, sport and entertainment stories and features that entertained without the need for technology – rewriting the rules of commuting in a digital age. We were also asked to integrate authentic and engaging stories that reflected Carlton Zero’s brand positioning of rewriting the rules. CUB created eight full pages of advertising in each edition to drive home their key brand messages.
A strong digital strategy was also developed to amplify the campaign.
The relaunch was timed to coincide with one of Melbourne’s busiest sporting periods –the AFL finals and the Spring Racing Carnival – which aligned with Carlton Zero’s target audience.
To relaunch a newspaper is no mean feat. Not only did News Corp revive and redesign fonts, banners, pages and the masthead to accommodate its new name of mX Zero, we also reactivated the mX Twitter handle and created a strong social media presence via existing News Corp channels.
As well as creating mX Zero from scratch, we secured permits for distribution at Melbourne’s major train stations, hired a distribution team and rescheduled printing times to accommodate an extra 95,000+ newspapers for the four-week stint.
Our small, nimble production team commissioned journalists to unearth fresh and quirky news, entertainment and sport stories[RM1] .
Genuine content, combined with clever integration meant mX Zero was exceedingly well received.
Results for this campaign
The rebirth of mX was heralded a great success by News Corp, CUB and audiences, with many readers calling for a permanent return, and Carlton Zero’s sales and brand awareness exceeding expectations.
The Carlton Zero/mX Zero launch generated a strong social media buzz, with more than 101 Twitter and Facebook posts across mX and Herald Sun channels before and during the four-week campaign. Twenty stories were also shared on heraldsun.com.au.
There were 1,055,435 total organic impressions for all posts associated with this campaign, across the Herald Sun and mX Facebook and Twitter channels. The mX Twitter handle generated an engagement rate of 1.3 per cent (against an all-industry benchmark of 0.046 per cent).
The hashtag #mXZero recorded a unique audience reach of 518,556, and 5,560,971 impressions across all public Twitter and Instagram profiles.
In the lead-up to the Carlton Zero/mX Zero launch, we generated interest by posting “mX flashbacks” on social media, along with advertisements in the Herald Sun. We also published pre-launch stories in the Herald Sun and online, and created a PR campaign targeting TV and radio.
During the four-week campaign, 20 stories were published on heraldsun.com.au (amassing 33,892 page views) and was supported by prominent placement on the homepage. Among those were digital-specific content designed to resonate with our target audiences, to complement stories running in mX Zero and amplify the campaign.
As a result of the mX Zero campaign, CUB saw a surge in Carlton Zero’s awareness, growing to 45.8 per cent in two months, according to Kantar tracking.
Following Carlton Zero’s launch, non-alcoholic beer sales quadrupled, with Carlton Zero sales contributing to 91 per cent of that growth.