Bohemia goes full service and creates colourful News.com.au consumer marketing campaign
Independent media agency Bohemia has made the leap into the full service market, teaming up with The Glue Society and Revolver to create News.com.au’s “biggest consumer marketing campaign ever”.
The campaign features a colourful orchestra playing a tune accompanied by narration explaining that News.com.au doesn’t just write the news but it writes the news to be read by Australians, it ends with the tagline “We’re more than just the news, we’re the news in colour”.
The new campaign positions the news.com.au brand around colour in an effort to illustrate the breadth of content on the news website.
News.com.au general manager Julian Delany said in a statement: “We have done a lot of work over the last few years to evolve News.com.au and establish our role as a leading news source for Australians.
“While our branding has always been colourful, we’ve made a conscious effort in recent years to provide compelling news from all angles and bring colour to what we write. ‘The news in colour’ positioning helps capture all that we do.”
Bohemia Group founder and managing partner Brett Dawson said in a statement: “We have really enjoyed the opportunity to work alongside Julian and his team developing this campaign. The entire operation oozes colour, and in a competitive and crowded landscape we feel the positioning will really resonate with Australians and provide enduring relevant differentiation.
“The idea is so natural and strong that we managed to secure world class talent to develop it with the likes of Elliot Wheeler, Russell Boyd, The Glue Society and Revolver collaborating on the video production with everything else developed in house at Bohemia.”
It is running across digital, TV, radio, magazines, outdoor and cinema.
Credits:
- Bohemia Group
- Business Director: Rosie Plunton
- Strategy Director: Graham Sweet
- Digital Director: Johnny Styles
- Business Manager: Jessica Oates
- Design Executive: Megan Leckey
- Director: The Glue Society (James Dive and Luke Crethar)
- Production Company: Revolver
- Executive Producers: Michael Ritchie and Pip Smart
- Producer: Ian Iverson
- DOP: Russell Boyd
- Music Composition: Elliot Wheeler, Turning Studios
- Production Designer: Enzo Iacono
- Editor: Luke Crethar for The Glue Society Studios
- Post Production: The Editors
- Grade: Christine Trodd
- Audio Post: Nylon Studios
Linkedin
When did outsourcing become ‘everything else developed in house’??
User ID not verified.
Why didnt they die the drummers little fluffy bits? Why leave them white?
User ID not verified.
“we write the news to be read by Australians. THe news in colour”. That’s the best the cast of thousands included in the credits could come up with? So the inference is that all of the other news sites — including all of those in the News Corp stable – are writing news to be read by non-Australians? What gives?
User ID not verified.
@hi; have you ever tried to dye a drummers fluffy white bits? it sounds dangerous…
User ID not verified.
Enjoyed Nick Davies of the Guardian at Sydney Writers Festival last week.
Got my copy of Hack Attack.
The Murdock empire even more scary than I ever imagined.
User ID not verified.
not sure of how soundly based the rather generic consumer insight was
do people want ‘all angles’ coverage or just the truth?
(or in the case of News Ltd readers, a certain political viewpoint?)
User ID not verified.
bah haaaaaaaaaaaaa
we don’t just write the news…
User ID not verified.
What’s woth brands using colour as a metaphor? Telstra, Coke and now News…
User ID not verified.
So they want to drive traffic to their website then.
Brilliant!
User ID not verified.
“It is running across digital, TV, radio, magazines, outdoor and cinema but not on the website”
http://www.news.com.au/more-information
User ID not verified.
The news in black and white: they shut down one of their most loved brands last week and launch this campaign this week.
User ID not verified.