News Corp releases first campaign from The Works

Lindsay Bennett
By Lindsay Bennett | 29 August 2017
The tongue-in-cheek campaign inserts headphones into everyday news items

News Corp has released its first work from The Works since the agency was appointed to the account in April this year.

The campaign is based on the insight that more Australians are watching video through News Corp’s metro and regional titles.

The 30-second TV spot promotes the latest offer from News Corp; a free pair of Sennheiser noise cancelling, wireless earphones with selected 12-month digital subscriptions.

The ‘News and headphones. Better together' campaign cheekily places the noise cancelling headphones into news content.

“With the volume of video streaming continuously increasing across all News Corp Australia mastheads, a digital subscription combined with noise cancelling headphones, is the perfect match,” News Corp CMO Tony Phillips says.

“The Courier-Mail as just one example, saw an uplift of 131%, from 1.2 million streams to 2.7 million streams in one year. And with more video and live content available than ever before, people can watch, read and listen to our content anywhere, anytime, in comfort, while blocking out all distractions.”

the works news corp

The push to drive subscriptions aligns with News Corp's wider strategy to make digital subscriptions its main source of revenue as ad revenue wanes.

The offer launches today for The Daily Telegraph, Herald Sun, The Courier-Mail, The Advertiser, Geelong Advertiser and Gold Coast Bulletin. The Townsville Bulletin, Cairns Post, The Mercury and NT News launch on September 5.

The Works picked up the News Corp account from incumbent Archibald/Williams. The agency recently sold to digital consultancy business RXP. 


The Works: Partner / Planning Director – Douglas Nicol

Creative Partner – Adam Donnelley

Creative Leads – Nathan Bilton & Guy Patrick

Creative Project Lead – Kristie Thistlethwaite

Creative Project Manager – Jodie Schwartfeger

Digital Producer – Adam Sylwestrowicz

TV Producer – Rachel Solomon / Lucy Whirledge

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