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URL: http://bit.ly/Sun40viral
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Key Industries:
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Entertainment & Leisure
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Publishing & Media
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Key Sectors:
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Digital Marketing
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Social Media
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Video
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Viral Marketing
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The Sun Newspaper
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Brief
As part of its 40th birthday celebrations, The Sun asked glue Isobar to create an online film to position the newspaper as the number one place for news, sport and entertainment.
Strategy
The first element of the strategy was to celebrate newspapers and champion the format, tapping into current affairs as the world was awash with debate about newspapers and their role in a digital world.
Newspapers are under pressure as more and more people migrate online consuming news in all number of formats from any number of sources. In a landscape of media proliferation, real time updates and instantaneous news from around the world for free, newspapers can easily seem outdated. Our counter claim was that in such a world it is easy to forget that for just 20p you can get packaged news, entertainment and sport ‘content’ instantly dropped into your hand in a more user friendly viewable format than any mobile device or computer could provide.
However, our strategy was not just about what we were saying but how we would say it. We wanted to use the digital space to do something people would not expect from The Sun yet at the same time do something that only The Sun could or would do.
We aimed to engage with a new younger audience who spend much of their time online. They are natives of the digital world but still read newspapers ocassionally. Our second audience were not potential Sun readers but those that were vocal in forming an opinion, thus a powerful influence on our potential readers who more and more felt conscious of reading what these influencers deemed as irrelevant and out of touch.
Execution
Our creative teams immediately looked for a vehicle for comparison in the digital world and the answer soon became clear. The iPhone, the epitomy of the latest in mobile digital content, was the obvious choice. The idea was to position The Sun as the greatest handheld device of the last 40 years and the execution was to produce two virals that promoted the newspaper as a must have piece of cutting-edge technology by mimicking the iPhone’s iconic launch ads and the iPhone apps ad.
The first introduced The Sun’s amazing functionality and we directly referenced different elements of the paper in comparison to mobile digital news consumption by showcasing its ‘technologically advanced’ features, such as its ‘inbuilt games’ and ‘photo 3D graphics’. The second viral parodies the iPhone apps ad by suggesting several amusing scenarios where the newspaper may be useful.
Results
The films generated a positive response from around the world, sparking debate around the virals as well as the role of newspapers, totaling over 500k views within the first two weeks – a figure which is still rising.
65% of readers thought it stood out from other newspaper advertising and an overwhelming 70% claimed it made them think The Sun is a modern paper.
As a result of online success the first viral was adapted for a 60 second spot during the biggest TV event of the year, The X-Factor Final, drawing an audience of 19m.
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