Fairfax Media’s The Australian Financial Review has launched ‘Know You Know’, a new brand campaign showcasing the power of the masthead’s insights and information as the essential guide for business, political, financial and advertising audiences.
Know You Know poses the question: ‘Who knows how this could affect you?’ around essential topics that consumers need to know about – such as federal government instability, fossil fuels, iron ore, the housing bubble, childcare and superannuation.
Know You Know launched today with a wrap of the Financial Review newspaper and a home page buyout of the afr.com website. The campaign will include out-of-home, print and online, augmented with social media activity.
Short films with comment and insights from renowned Financial Review journalists, including Laura Tingle, Tony Boyd and Phil Baker, have been especially developed for a dedicated microsite, afr.com/know.
The Australian Financial Review editor in chief Michael Stutchbury said Know You Know underscores how the Financial Review arms readers with the knowledge and confidence to succeed.
“The Australian Financial Review talks to Australia’s business people, executive decision-makers, sophisticated investors, political insiders and those who want to be among them,” Stutchbury said.
“We also speak to people who desire success and determinedly seek out trusted information that confers advantage. Know You Know reminds readers of the insider’s view on the issues that only the Financial Review can deliver. Delving deep into the worlds of business, politics, finance, markets, technology and lifestyle gives readers the confidence that they are also in the know.”
Fairfax Media director,subscription brands and consumer acquisition, Hayley Peacock-Gower, said: “Know You Know updates and strengthens the Financial Review’s ‘must-read’ brand promise and puts the Financial Review’s trusted information and insights front and centre.
“Consumers are spoilt for content choice. Yet trusted filters are revered, followed, liked. Consumers value quality content and consider it worth paying for.
“This significant campaign reflects our continued investment in the Financial Review, with recent product innovations such as the re-launched afr.com website, app for iPad and the incorporation of Smart Investor content with the masthead.”
A trade marketing campaign aligned with the Know You Know campaign will follow next month.
Campaign credits
- Strategic consultant: Chris Lorang
- Creative agency: The Royals
