News Australia Sales and CommBank partner to bring ‘CommBank Can’ brand campaign to life
News Australia Sales, the integrated sales division of News Limited, and Commonwealth Bank (CommBank) have today launched a revolutionary augmented reality advertising concept, News Alive.
The concept was created in response to a brief from CommBank to ‘bring the new brand campaign to life’ highlighting today’s unveiling of their new brand direction.
This partnership led News Australia Sales to create News Alive, a campaign to transform the Sunday reading experience through a News Alive app for the iPhone and iPad. Once downloaded, the app brings popular Sunday sections to life with a digital kaleidoscope of animation, 3D video and sound.
By adding sound and motion to the print product, News Alive delivers a richer and deeper experience for readers whilst highlighting CommBank’s new brand direction in a modern, innovative and surprising way.
The first campaign of its kind in Australia, News Alive runs today across News Limited Sunday mastheads The Sunday Mail, The Sunday Herald Sun, The Sunday Telegraph and The Sunday Times in print and online, reaching nearly five million Australians.
As part of the campaign, readers will experience a fully animated 3D masthead for each title, see their editor brought to life in video discussing the day’s issues and experience the Bank’s new brand TVC, directly on the pages of their favourite Sunday paper.
News Alive also showcases the featured property of the week as a 3D interactive display embedded with a downloadable CommBank property guide app, offers body+soul readers 3D interactive articles and reveals 360° location views within Escape.
News Alive has been supported with CommBank branding within each masthead, the launch of a new TVC and a promotional EDM.
Says Andy Lark CommBank’s chief marketing and online officer: “CommBank is solidly grounded in technology and innovation – it’s what sets us apart and what makes banking easy for the 10 million plus customers that chose to bank with us, so it made sense for us to partner with News Australia Sales to create News Alive. We are very excited about this project and we hope all Australians get the chance to experience the technology today.”
Says Tony Kendall, News Limited’s director of sales: “This campaign is a prime example of the News Australia Sales philosophy of working hand in hand with clients to create a true partnership. News Alive represents so much more than just adding a video element to our print products; it’s an example of leveraging the true multi-media capacity of News Limited to create an exciting and engaging commercial execution.”
6 Comments
I’ve just done this and it’s quite awesome. Great way to launch a tvc – particularly on a high reaching Sunday press day.
Great way to launch a new campaign
What an amazing way to interact with the paper, spent some time this morning playing with each element. Favourite was definitely the 360 degree Lake Como tour! Well done News Australia and CommBank!
Commbank’s execution is pretty pale compared to the rest of the paper. The herald sun travel stuff is great. The comm bank work is just an ad. Wasted opportunity.
Loved it …… no reason why every brand would not give readers a chance to do that with all new TVC’s via their print executions … Wonder how many Views that got them – probably more that most tv shows these days…. Good work CBA
“The concept was created in response to a brief from CommBank to ‘bring the new brand campaign to life'”
Ikon just got CBA to pay more for it
Shame it was the least impressive use of the tech.
Tim sharky was much better and so was the travel bit.