News.com.au’s managing director Julian Delany today announced that the online news source has launched an innovative digitally led campaign for the brand.
The campaign, created in partnership with Bohemia Group, evolves the brands ‘the news in colour’ positioning to leverage new technologies in out-of-home and mobile, and breaks new ground in music streaming to bring news to Australians in real time.
Designed to remove any friction between online and offline for consumers, the campaign extends the news.com.au newsroom via strategic media placements. It rolls out this week across outdoor, TV, print and digital – including news updates on online radio streaming channels Pandora and Spotify for the first time in Australia.
The campaign features:
- News breaks recorded by news.com.au journalists via online streaming radio – a first for both the Spotify and Pandora platforms – every weekday during the afternoon travel commute.
- Street furniture panels throughout major CBDs featuring Tapit technology allowing consumers to click directly through to the news.com.au content of their choice across news, lifestyle, sport and entertainment verticals. Tapit’s contactless technology and Near Field Communications will transform the static news.com.au creative into dynamic content links in order to facilitate simple, effortless interactivity for consumers.
- Digital out-of-home billboards and street furniture panel placements, located around inner city dwell time and commuter locations, will feature news.com.au headlines based on the breaking news of the day via of RSS feeds into digital panels.
- Mobile devices identified within geo-fenced areas around the out-of-home placements will be targeted with dynamic ad units pulling in the latest news.com.au headlines.
Julian Delany said, “News.com.au leads the market for digital news in Australia. We launched a very successful consumer campaign with Bohemia last year and really wanted to build on it by using innovative ways to extend our newsroom to consumers.
“Our positioning is to deliver ‘the news in colour’ and this remains true to what our entire team seeks to deliver minute by minute and day by day. Reinforcement of this positioning to consumers is an important part of our growth strategy along with the digital innovation we’re using to bring the campaign to life.”
Bohemia Group CEO Brett Dawson said, “We are really excited to evolve this campaign to deliver the news in a colourful way and remove the friction between online and offline through the use of innovative technology. It’s a great partnership with news.com.au delivering great results.”