The News You Couldn’t See
Australians turn to the Herald Sun’s website to see what’s happening in the world around them. But its premium reporting can’t be seen by most, because it’s locked behind a paywall.
So the team and I at NewsAmp @ NewsCorp worked with Specsavers, using deep technical integration to develop a first-of-its-kind digital activation that unlocked the Herald Sun’s paywall. This let all Australians see the Herald Sun, when they previously couldn’t, showing them the difference Specsavers makes.
Why’s it in my folio?
It’s a conceptual product demonstration, made possible with innovative digital thinking. It also created a brand new, monetizable media placement.
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 the paywall and subscription options.
Unlocking the Paywall
Our first-of-its-kind activation turned the paywall of the Herald Sun into an adverting placement for Specsavers. This gave people the previously unavailable option of reading content without a premium subscription, showing them the difference Specsavers makes.
And once through the paywall, additional Specsavers advertising made the message even clearer.
Extending It With Digital Display
And of course, no first-of-its-kind digital activation would be complete without some display activity.
The artwork shown above remains the exclusive property of the agency or brand it was created for. Modifications may have been made to align with this portfolio’s presentation style and templates.