Cannes Lions

A REVOLUTIONARY WAY TO SELL NEWSPAPERS

M/SIX, London / NEWS INTERNATIONAL / 2013

Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

Second Sight delivers dynamic messages across Display, Mobile, Facebook, Search and Digital Out of Home in real-time.

Second Sight uses the latest open source technologies and APIs; it uses GroupM’s bid and data technology via a DSP and DMP and Google and Facebook for ad delivery and dynamic creative technology. Second Sight also incorporates Grapeshot’s advanced feed management technology – uniquely this helps with data categorisation plus ad-delivery.

Using OpenLoop, we have changed how outdoor is traded and creative supplied to allow us to post breaking stories in real-time.

We converged multiple technologies to deliver the end to end solution and disseminate editorial content from The Sun CMS. Grapeshot, a feed management technology, categorised 250 pieces of editorial content within the feed every day. These stories were populated dynamically into category-based creative templates using Doubleclick Studio and OpenLoop. Audiences were subsequently defined and identified using the Xaxis DSP/DMP.

Outcome

Sales of The Sun (in terms of value) increased 2.7% as soon as the campaign broke, rising even further the following week. Overall the first four weeks of the campaign achieved an average sales uplift of 2.7%, peaking at 3.6% - thus achieving our second objective of selling more newspapers.

Significantly, the ads convinced some Mirror readers to switch as sales of its rival fell 1.7%, suggesting that The Sun's activity at point of sale had encouraged people to switch to it from its main competitor.

Similar Campaigns

12 items

Shortlisted Cannes Lions
Election In the Dark

DENTSU INC., Tokyo

Election In the Dark

2018, YAHOO

(opens in a new tab)