Our task was to create a news.com.au habit and move Australians from passive consumption of news with competitors to active consumption of news.com.au.
We knew that increased consumption of news on social was creating tunnel vision, with more aussies getting fed news by algorithms and living in a bubble.
Our idea took colourful news into the world in new and interesting ways to move aussies out of their social bubble and onto news.com.au.
The shape leveraged high impact visual formats of TV and digital outdoor to provide a natural storytelling environment.
The brand cemented its position as Australia’s #1 news site, breaking all records to deliver a monthly unique audience of 9.8m Australians in October 2018.