Get to the Point
Taking news.com.au to No.1
As the major mast heads scrambled to monetise the online news market, develop their own mobile apps and make up for declining print sales, news.com.au remained firm that their site would remain free to readers and offer stories in a shorter more to the point format.
Our challenge was to take news.com.au to the No.1 (up from position 3) news source in Australia by educating on their free model, increasing brand awareness, and giving people a reason to check out what it’s all about.
In a media first, we sent news feeds direct to outdoor digital billboards in high traffic locations like Martin Place, Town Hall, Central and Wynyard Stations. Updated every 60 seconds, we delivered fresh content to time-poor Sydney commuters and got them engaged with the distinct news.com.au journalism style and immediacy of it’s news desk.
We achieved our goal and within the first three months, we shifted news.com.au from the number 3 position (in terms of site visits) to be number 1. A position the site has continued to hold since the campaign launched.
“GET TO THE POINT got news.com.au to No.1”