Young lions 2013 by Kim Verbrugghe

  • 168 views
Uploaded on

Young Lions 2013 put out a brief in collaboration with News Limited. …

Young Lions 2013 put out a brief in collaboration with News Limited.
News Limited recently acquired 100% of FoxSports and wanted a strategy that would launch the new Umbrella brand News Limited as a consumer facing brand.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
168
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Challenge
  • 2. Background News Limited recently acquired FoxSports and 50% of Foxtel and wants to integrate these brands into the existing portfolio.
  • 3. Challenge: launch News Limited as a consumer facing brand
  • 4. Why now?
  • 5. SPORTS & ENTERTAINMENT WERE THE MISSING PIECES News Ltd now produces content that covers the full spectrum of consumer interests.
  • 6. So News Ltd is taking the credit of being the best content provider in Australia. - especially in sports –
  • 7. So how do we get there
  • 8. Strategy and Rationale
  • 9. ? ? ? ?? Single-minded Proposition
  • 10. Actually..
  • 11. MATCHING 2 BRANDS’ ≠
  • 12. However they have plenty in common. It is key to leverage the best traits in the eyes of the consumer =
  • 13. Brand/ Opportunity Quality coverage delivered innovatively by experienced content providers.
  • 14. covering all platforms Online Newspaper Magazines Games +
  • 15. and Australia’s top 3 sports AFL NRL Rugby Union Cricket Horse racing Basketball Netball Motorsport Boxing/MMA ...etc.. (23H LIVE COVERAGE PER DAY)
  • 16. Offer/ Opportunity Exclusive, live quality coverage of the most popular sports in Australia on any channel.
  • 17. How about the competition?
  • 18. What competition? The brief said we were the only one?
  • 19. (Maybe not)
  • 20. COMPETITIVE LANDSCAPE
  • 21. COMPETITORS ARE PROVIDING SOME CONTENT OVER SOME CHANNELS
  • 22. Category/ Opportunity News Ltd is the only one that owns the whole spectrum of sports content over all channels and devices.
  • 23. Audience Insight
  • 24. THE SPORT NUT According to the brief our target audience is
  • 25. But there are all shades of sports consumers
  • 26. AND EACH FAN HAS DIFFERENT MOTIVATIONS $$$ HIGHLY INVOLVED Be part of something bigger Aaron Smith, Sport Consumer Typologies: A Critical Review.
  • 27. But they have 1 thing in common
  • 28. MATCH DAYConsidered the highest indicator of loyalty amongst sports fans David Johnston, Consumer Loyalty Amongst Sport fans.
  • 29. But then life happens
  • 30. A dinner with the parents-in-law..
  • 31. just when.. THE GAME IS ON
  • 32. MATCH DAYEVERYONE HATES MISSING IT
  • 33. Audience/ Opportunity Match day is what unites every fan. And they hate missing it. They will go to extremes not to miss it.
  • 34. BRAND We are experts in exclusive, high quality content. OFFER We cover your favourite sport, live. Through all media channels. On all devices. CATEGORY All delivered by 1 brand. AUDIENCE Any sports fan hates missing the game. ?
  • 35. The media-neutral participation-based Big Idea
  • 36. UNMISS THE GAME. ANYWHERE
  • 37. More More More “Join our sport hub to unmiss the game”
  • 38. THE PINNACLE OF PERSONALISATION $150K -$200K MICROSITE The ultimate sports hub brings together news, stats, footage and other exciting content from News Ltd and Fox Sports, satisfying your hunger for sport. A user-friendly interface with 3 tabs where customisable content and structure are key features. THE DUG OUT LATEST NEWS RESULTS PLAYERS TEAMS LEAGUE STATS THE GAME GAME CALENDAR LIVE STREAMING FANTASY LEAGUE TICKETING BETTING COMPETITIONS MOBILE APPS PROMOTION OF FOXTEL & MERCHANDISE UNMISS THE GAME
  • 39. THE DUG OUT Get up to speed with the latest on all your favourite teams, games and players the dug out AFL e.g. TENNIS RESULTS ICON ALLOWS YOU TO SEARCH FOR ALL CONTENT WITH THIS TAG HOMETEAM CREATE YOUR OWN PROFILE WITH CONTENT PREFERENCES PROFILES PROFILES OF YOUR FAVOURITE TEAMS AND PLAYERS. LEAGUE STATISTICS.
  • 40. THE GAME Check what games are on this week and when and where to follow the game. THE GAME CALENDAR FANTASY LEAGUE BETTING CTA •SHARE WITH FRIENDS •BUY TICKETS •SET REMINDER #UNMISSTHEGAME FACEBOOK & TWITTER LIVE SOCIAL FEED LIVE STREAMING
  • 41. UNMISS THE GAME Never miss a game again. UNMISS THE GAME SOS KENNETH MOBILE APPS COMPETITIONS ENGAGING TIPS AND QUESTIONS FROM KENNETH AND NEWS LIMITED SUBSCRIBERS DM: Inside-out T-Shirts to sneak out to see the game. THE ALIBI THE COVER UP THE GAME CALENDAR PURCHASE PURCHASE FOXTEL OR OUR FUN DM PACKS WIN A MAN CAVE FOR YOU AND 10 FRIENDS THE ALIBI Explain your situation to Kenneth and he will call: HELP ME UNMISS THE GAME COVER UP! Changes your screen
  • 42. THE ULTIMATE MAN CAVE $50K COMPETITON This season you’ll get the chance to Unmiss a Game Night with 10 of your friends at the best Man Cave you could ever dream of.
  • 43. THE KICK-OFF $150K EVENT How better to kick-off the game season than with a massive free event throughout several locations in Australia. For each sport, a live game is broadcasted on the big screen.
  • 44. THE AMBASSADOR $100K SOCIAL MEDIA Kenneth has his own Facebook, YouTube and Twitter page where he interacts with sport fans in distress. He gives them cheeky advice as to how to fool the world and experience the best day of all: MATCH DAY. The tone of voice for the YouTube series is similar to the Old Spice videos.
  • 45. GAME HIGHLIGHTS $50K DISPLAY ADS With News Limited, the game is at our fingertips at all times. Through retargeting, ads show you the highlights of the game we know you watched yesterday. Or.. the game we know you missed. Online display ads will be featured on all FOX’ and NEWS’ online properties. AFTER GAME HIGHLIGHTS FINISH, THE BANNER ANNOUNCES THE NEXT GAME. REDIRECTS TO THE NEWS LIMITED SPORT HUB
  • 46. So how do we move people through an experience and invite them to participate?
  • 47. Across channels
  • 48. AWARENESS INVITATION PARTICIPATION SHARING COMMUNITY OBJECTIVE To choose News Ltd as THE sport content provider to unmiss the game. CHANNEL TV / Online display / Events / Outdoor / Social media TV / Events / Online display / DM / eDM / Outdoor Microsite / Website / Social Media Social Media / Blog Microsite / Website / Social Media MESSAGE Hey, do you hate missing the game? We got you covered. Let us help you unmiss the game. Share the experience with your friends. Participate and socialise with likeminded. METRICS INCREASE: Impressions Reach Visits Visits Interactions Shares Likes Comments Members Total budget: $500K - $550K
  • 49. ..and devices
  • 50. At breakfast Out of the house Throughout the day OR At work / home throughout the weekend At home with the family On the couch
  • 51. WHAT’S NEXT: FULL CONTENT-ON-DEMAND HUB Dictated by the brand hierarchy, the opportunity exists to host the remaining properties (News & Entertainment) on this hub, to enable any type of customer to personalise their own News Ltd space.
  • 52. NOW... MEASURE SUCCESS & CONTINUOUSLY IMPROVE
  • 53. THANK YOU. KIM VERBRUGGHE PRODUCTION / ACCOUNT PLANNING M/ 0450217639 E/ VERBRUGGHEKIM@GMAIL.COM