News Corp Australia and The Works have launched a news subscription campaign for all News Corp metro and regional newspapers nationally, offering Sennheiser noise cancelling, wireless headphones (valued at $329.95 RRP) with selected 12 month digital subscriptions to any metro or regional masthead.
The creative ‘News and headphones. Better together,’ tongue-in-cheek campaign places the noise cancelling headphones into local, topical news content, providing unexpected, entertaining and engaging visuals.
Tony Phillips, Chief Marketing Officer at News Corp Australia said: “With the volume of video streaming continuously increasing across all News Corp Australia mastheads, a digital subscription combined with noise cancelling headphones, is the perfect match.
“The Courier-Mail as just one example, saw an uplift of 131%, from 1.2 million streams to 2.7 million streams in one year*. And with more video and live content available than ever before, people can watch, read and listen to our content anywhere, anytime, in comfort, while blocking out all distractions.”
The creative concept came from The Works – News Corp Australia’s new creative agency, appointed in July 2017, and is the first major campaign produced together.
Adam Donnelley, creative Partner of The Works said: “We are really excited about our first campaign for News Corp as it starts to integrate news content into the concept, while delivering a light hearted tone of voice. As the campaign rolls out we are going to have some fun with individual contextual and reactive executions. Above all it puts a fantastic subscription offer front and centre.”
The ATL launch commences on August 29 for The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, Geelong Advertiser and Gold Coast Bulletin. The Townsville Bulletin, Cairns Post, The Mercury and NT News launch on September 5.