News.com.au launch campaign around the idea — ‘get to the point’
News.com.au has kicked off a campaign built around the idea of how people consume news.
The ad, created by independent creative agency Dynamix, features a variety of people reading the site using a number of different devices and from a number of different locations.
News.com.au general manager Julian Delany said in a statement: “News.com.au operates exclusively in the digital space. We know and understand that our consumers’ want current and succinct news that helps them get to the facts faster. We challenged our agencies, both creatively and technically, to ensure our campaign message is strong and relevant for customers. We’re thrilled that they have delivered us a campaign that heralds our brand strength and meets the demand consumers have of us – to deliver a current and trusted digital news source.”
The campaign itself runs across print, digital, radio and out-of-home and is tag lined: “get to the point”. The campaign comes three months after News Corp Australia website News.com.au lost its place at the top of the Nielsen Online Ratings.
Dynamix executive creative director Ryan Hill said in a statement: “The visual simplicity of ‘Get To The Point’ takes its cues from strong news headlines. It’s direct and memorable – matching the fresh, punchy tone news.com.au delivers.”
Credits:
- Creative Agency: Dynamix
- Creative: Ryan Hill and David Smith
- Production: 2C Films
- Director: Cameron Craig
- Client/s: Julian Delany and Abigail Denham-McQuillen
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“We know and understand that our consumers’ want current and succinct news that helps them get to the facts faster.” Which is why they don’t read news.com.au
Apparently the cover of Media Week wasn’t big enough to accommodate the word “eventually” on the end.
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Agree with Ben. I never find “current and succinct news” readily available on news.com.au. Headlines usually involve B grade celebrities (Bieber, Cyrus, Bingle) or how coffee or sex can make you dumber, smarter, healthier, kill you quickly, etc… Where is the REAL news???
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Not a bad tagline “Get to the point” … But OMG those eyeballs! And what’s with the inside your computer screen camera angle? It makes me feel uneasy. Is it an allusion to web user surveillance by News Corp? I don’t get it? Also, I looked up the song choice used in this ad; Junica – “Living in My House” and it contains the lyrics: “…Can you hear me, on the phone? Baby, I’m scared” and (although this commercial doesn’t use those lyrics from the song in this ad) what a thoroughly inappropriate choice from News Corp considering the unfolding “News of the World” scandal. There are various other catchy songs out there that don’t contain those inflammatory lyrics. “Prisoner of Society” by The Living End is one that springs to mind. But I digress.
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What a load of rubbish. There’s very little news on that website, just lists, celebrity rubbish, and things lifted from Reddit.
Maybe they should sell the domain name to an actual news outlet that will bring us some news stories instead of what’s on there today:
Cate’s sad dash to Hoffman home
Coalition MP: Abbott is a liar (I’ll give them this one…)
Knives out for MKR know it all
Facebook: Then and now
National Manhunt for escaped Murderer (in the US)
Jeopardy! genius slammed for villainous tactics
Bieber sex tape ‘filmed in Australia’
Awesome things you didn’t know about Google
The strange confessions of a hotel concierge
The most insane Super Bowl ad you never saw
Is this really who we think it is posing nude?
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Sure, they get to the point — if your point is trashy celebrity stories and an endless stream of clickbait rubbish and “believe it or not” yarns.
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Nice one Smitty! Good work Ryan. I like the entire campaign.
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I actually like it. Good music, unique camera angle… nobody reads just one news source anymore — I read News.com for lifestyle and entertainment news which — like it or not — are still forms of news. For all the talk we do about the need for “snack sized” content, I think they do a good job.
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A reminder of why I don’t read news.com.au anymore. It stopped being “news” a long time ago.
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They should say “No Paywall” and leave it at that.
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Oh, I see, the new advertising strategy … emphasis the negative … stupid me … I never realised that was how you did it 🙂
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I assumed the stories were ABOUT news ltd.
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