The News You Couldn’t See
A first-of-its-kind digital activation that let Australians see through the Herald Sun’s paywall to show the difference Specsavers makes.
The Thinking: The Herald Sun’s premium reporting couldn’t be seen by most people because it was locked behind a paywall. And what does Specsavers do? It helps people see things they couldn’t. So, the team and I at NewsAmp @ NewsCorp developed a first-of-its-kind digital activation that let people see though the Herald Sun’s paywall.
Innovative Media Placement
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Deep Technological Integration
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Innovative Media Placement — Deep Technological Integration —
The Paywall
The Herald Sun keeps the majority of its content behind a paywall, so only premium subscribers can read it. When a non-subscriber tries to access Herald Sun content, they’re presented with a paywall and subscription options.
Unlocking the Paywall
Our first-of-its-kind activation turned the paywall of the Herald Sun into a brand new advertising placement for Specsavers, and it provided the previously unavailable option of reading Herald Sun content without a subscription. It was a innovative, modern, digital product demonstration, showing the difference Specsavers makes.
And once through the paywall, additional Specsavers advertising made the message even clearer.
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