There are few tougher briefs an agency can receive - help turnaround an industry whose fate seems sealed.
Our task was to increase the print circulations of News Limited newspapers (Daily Telegraph, Herald Sun and Courier Mail) in a marketplace declining on average 9% per year.
Our hypothesis: if we could remind consumers of the agenda-setting relevance of newspapers every morning we could boost their flagging sales.
The issue was that very few consumers even see the agenda-setting headlines. Unless you walk into a newsagent, the headlines designed to entice purchase, go entirely unnoticed.
Our solution: get the front pages of News Corp papers from the news stands, and into media. Every. Single. Day.
The paper’s greatest asset became our advertising. We took the front page from the newsroom at 11pm each evening onto 370 static outdoor panels across Sydney, Melbourne and Brisbane by 6am the following day.
There was no instruction manual for us to follow, this had never been attempted. But our innovation paid off. For the first time in two years News Limited newspapers enjoyed circulation growth of 8% - equating to revenue growth of approximately $36m.