Since 2010, The Times has been the only publisher to hide its digital content behind a paywall. As a result, natural search is penalised, and bringing our investigative journalism and incisive commentary to new audiences is a challenge. We needed to bring attention to The Times as the publisher that continues to innovate and invest in world class journalism, providing more of what readers want, trust and are prepared to pay for.
The Times have an unrivalled archive. When a news story broke which had historical relevance, we would see a spike in traffic to other archive articles. Following the release of the JFK assassination files in October 2017, there had been ongoing reader interest on The Times website. Working with creative agency Rothco, this was our opportunity to tell an untold story and in an innovative way to attract new audiences.
Rothco worked with sound engineers to pull 116,777 sound units from JFK’s moments to recreate the final speech. 20” edits ran in LBC, Classic and Jazz FM. Using DAX radio, we targeted individuals based on their interests in politics, history and current affairs. We converted the audio into video and used the Unruly network to distribute it. To counter the challenges within search, a paid media search campaign ran alongside. Finally, a Times journalist was interviewed on LBC Breakfast with Nick Ferrari.
The campaign had a global reach of 1 billion, reaching 9 million in the UK alone. The campaign won the Creative Data Grand Prix at Cannes 2018.
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