Best Media Online Campaign

Background In line with the re-launch of the homepages of smh.com.au and theage.com.au by Fairfax Digital in August 07, a advertising campaign was developed that builds brand awareness of smh.com.au and theage.com.au as the credible source of Australia’s breaking news online among new and infrequent users. The concept that the creative agency produced centers on emotionally bringing news to life through online. A make us your homepage competition was developed and the landing page can be seen here where users can WIN 1 of 6 MacBook Pro laptops: Advertising goals Build brand awareness of smh.com.au and theage.com.au Acquire 40,000 users to make smh.com.au or theage.com.au their homepage. Acquire 80,000 Unique Browsers to the websites. Audiences There were two audiences that the campaign was targeted to – New users of the smh.com.au and theage.com.au, and casual (infrequent) users of the smh.com.au and theage.com.au Messages The concept that the creative agency has come up with centers on emotionally bringing news to life through online. “…is the credible source (local relevance, trusted, breaking news)…” “….tells more of the story, more of the time…” “News straight to your desktop” A make us your homepage competition was developed and you can WIN 1 of 6 MacBook Pro laptops: Results •A total of 81,583 users made either the smh.com.au or theage.com.au their homepage. •The campaign attracted a 162,567 unique browsers to smh.com.au and theage.com.au •Total media spend = A$133,855.52 •Cost per acquisition = A$1.64

Contributors:

Marketing Director:	Kirsty Shaw
Marketing Manager:	Victor Leung
Art Director:	Michael Spirkovski
Copy Writer:	Grant McAloon
Business Director :	Tanya Vragalis
Senior Business Director:	Gem Cadwallader

FAIRFAX MEDIA

Location: Australia