An innovative joint campaign in The Advertiser and Sunday Mail has beaten worldwide competition to win ‘Best Marketing Solution for an Advertising Client’ at this year’s International News Media Awards (INMA).
The integrated campaign to promote Adelaide’s March Clipsal 500 motorsport event ran from August to December 2014 and incorporated all areas of the marketing mix; print, editorial, a reader promotion and digital native advertising as well as social and video content.
News Corp Australia regional director for South Australia Ish Davies said it was an honour to win the newspapers’ version of the Oscars.
“Our team combined a number of innovations in print and digital to reflect the adrenalin rush that you experience at the incomparable Clipsal 500,” Mr Davies said.
“We introduced half cut print pages – a market first – to extend the print boundaries and complimented that with digital, social mapping, user generated content and long form execution to capture the nature of this iconic event.
“The result was an outstanding example of collaboration between a number of progressive businesses in Clipsal 500, creative agency Showpony, media agency MEC and News Corp Australia.”
The Advertiser’s digital editor Michael Owen-Brown was behind the native and digital extension of the campaign.
“We wanted Adrenalin to be a fun and immersive feature that showcased the Clipsal 500, but also surprised readers with an eclectic selection of thrilling experiences around Australia.
“We put our readers at the centre of the feature by encouraging them to share their favourite adrenalin experiences using a custom hashtag and then mapping their social media posts so it was a truly interactive multimedia project,” said Mr Owen-Brown.
The Clipsal 500 Adelaide is one of Australia’s premier motor-sport entertainment events and The Advertiser and Sunday Mail have worked with the South Australia Motorsport Board since the inaugural event in 2008.
The 2015 INMA Awards generated 578 entries from 190 market-leading companies in 38 countries. The competition was judged in February by an international jury of 33 executives from 15 countries representing the worlds of media and marketing.
News Corp Australia received second and third place awards in three other categories .
The Daily Telegraph’s ‘Fair Go For The West’ campaign received second place in the ‘Best Use of an Event to Build News Brand’ category The Sir David Attenborough Essential Collection was awarded second place in the ‘Best Idea to Encourage Print Readership or Engagement’ category.
The Daily Telegraph’s ‘Fair Go For The West’ campaign attained third place in the ‘Best Public Relations or Community Service Campaign’ category.