Archibald/Williams is the agency behind News Corp’s “landmark subscription campaign” making headlines today. While it’s true that whatever News Corp does tends to start conversations, the campaign is a significant investment by News Corp in its digital business. Its aim is to promote the tablet and mobile editions of the company’s four major mastheads: The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.
Plus Barry Humphries, Dame Edna Everage and Sir Les Patterson appear “together” for the first time ever. And they do so with Australia’s hot topic item, Jennifer Hawkins.
Barry Humphries noted, “For my sins, I’m the manager of both Dame Edna Everage and Sir Lesley Colin Patterson, who have been at loggerheads for many years over one of Sir Les’s early indiscretions when under the influence of stimulants. In order to achieve a reconciliation, I persuaded them to spearhead this News Corp Australia campaign. We are all avid consumers of news, and the controversial Sir Les has hit the headlines more often than Kim Kardashian’s posterior. It is gratifying to me to know that now, by a perusal of the digital editions , I can keep track of this famous political maverick and scallywag, as well as relishing Dame Edna’s cutting edge pronouncements on all subjects at any time of the day and night, and on any device.”
Matt Gilmour, executive creative director at Archibald / Williams added, “The opportunity to work with an icon like Barry Humphries was incredible, the man has been entertaining the world for decades and he’s as sharp as ever. On a personal note, I’m particularly excited to see Sir Les on our screens again.”
The campaign will span social, digital, TV and print in Sydney, Melbourne, Brisbane and Adelaide for 8 weeks from Sunday September 27.
News Corp Australia managing director metro and regional publishing Damian Eales said: “The aim of this campaign is to showcase the rich and immersive experience of our digital editions as well as the breadth and depth of news, sport and entertainment our subscribers have access to every day; all in a funny and engaging way. When you think about Australian comedic icons, they don’t get much bigger than Dame Edna and Sir Les. They are national living treasures, they appeal to the spectrum of our readers, and we were delighted they were both on-hand to lend their irrepressible humour to our campaign.”
Campaign credits:
Agency: Archibald/Williams
Executive creative director: Matt Gilmour
Producers: Christina Wilmot & Liz Nunan
Creative director: Jonny Browne
Group account director: Belinda Palmano
Account executive: Sarah Hughes
Account manager: Geraldine O’Donnell
Creative technologist: Ahmed Meer
Production Company: Moth
Director: Michael Gracey
Executive producers: Jonathon Samway & Nerissa Kavanagh
Producer: Kate Rule
Post Production: Blackbird
VFX Supervisor: Nick Ponzoni
Blackbird producer: Bonnie Wilkinson-Smith
Executive producer: Sam Hall
Go to http://howtogetmore.com.au/ for more information about the campaign.
News Corp Australia managing director metro and regional publishing Damian Eales said: “The aim of this campaign is to showcase the rich and immersive experience of our digital editions as well as the breadth and depth of news, sport and entertainment our subscribers have access to every day; all in a funny and engaging way.
“When you think about Australian comedic icons, they don’t get much bigger than Dame Edna and Sir Les. They are national living treasures, they appeal to the spectrum of our readers, and we were delighted they were both on-hand to lend their irrepressible humour to our campaign.”
News Corp Australia general manager customer relationship marketing and insights Victoria Turner said: “Dame Edna and Sir Les are both so engrained in the psyche of what it means to be Australian.
“In choosing them as ambassadors, we knew their ebullient wit would encourage our readers to discover every feature of our tablet and mobile editions. They literally bring our news, sport and entertainment to life; as well as demonstrate all the additional value you get with a subscription.”
Barry Humphries said: “For my sins, I’m the manager of both Dame Edna Everage and Sir Lesley Colin Patterson, who have been at loggerheads for many years over one of Sir Les’s early indiscretions when under the influence of stimulants. In order to achieve a reconciliation, I persuaded them to spearhead this News Corp Australia campaign. We are all avid consumers of news, and the controversial Sir Les has hit the headlines more often than Kim Kardashian’s posterior. It is gratifying to me to know that now, by a perusal of the digital editions , I can keep track of this famous political maverick and scallywag, as well as relishing Dame Edna’s cutting edge pronouncements on all subjects at any time of the day and night, and on any device.”
The campaign which was created by Archibald Williams, is a significant investment made by News Corp Australia to promote its digital products and subscriptions. The campaign will span social, digital, TV and print targeted at the main metro centres of Sydney, Melbourne, Brisbane and Adelaide for 8 weeks starting from Sunday September 27.
Go to http://howtogetmore.com.au/ for more information about the campaign.
