The News Corp Australia campaign, created in partnership with Bohemia Group, uses colour to unite contrasting, topical news items with simple graphics such as this allusion to Kim Kardashian and Kim Jong-un to reflect the diversity in the news cycle.
Strategic media placements through TV and out-of-home platforms are hoped to find new audiences and establish the brand as a daily habit. The added benefit of the campaign is that news assets can be created at speed to remain up to date with the news cycle.
“Centring the campaign on colour allows us to demonstrate that news.com.au delivers the full spectrum of news,” said News Digital Networks Australia managing director Julian Delany.
“It’s a great vehicle to showcase the breadth of our content, pace of delivery and different angles on the news that Australian consumers enjoy and trust. Not only are we comfortable in contrasts, our consumers expect them. The colourful wit in these contrasts is the foundation to our mass appeal.
“The campaign is about creating awareness and driving loyalty.”
The campaign will run until the end of the year across free-to-air and subscription TV; and out-of-home on more than 300 large and small format digital sites in Sydney, Melbourne, Brisbane, Adelaide and Perth.