| Title | UNQUIET FILM SERIES |
| Brand | NEWS UK |
| Product/Service | WEBSITE |
| Category |
B06. Publications & Media |
|
Entrant Company
|
GREY LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
GREY LONDON, UNITED KINGDOM
|
Credits
| Nils Leonard |
Grey London |
CCO |
| Ben Clapp |
Grey Possible |
Creative Director |
| Dave Monk |
Grey London |
Deputy Exec Creative Director |
| Steve Davies |
Grey London |
Design Director |
| John-Patrick Racle |
Grey Possible |
Design Director |
| Ellie Nugent |
Grey London |
Art Director |
| Matt Jarvis |
Grey London |
Designer |
| Lucy Corr |
Grey London |
Project Manager |
| Tamsine Foggin |
Grey London |
Business Director |
Creative Execution
Unquiet Films Series is an online only film experience designed specifically to work on mobile and tablet. As the film played on the device, additional content loads in to reveal the background and context for each film. Owned social channels encouraged sharing from our existing audience. Sponsored Facebook and Twitter posts drove sharing and paid video seeding drove views. Paid search ‘mopped-up’ potential viewers looking for our content. The films even picked-up earned coverage in competitor papers such as The Guardian and The Independent.
As of February 2015 there were 5.8m online views of the films, and were over 300m P.R. impressions. The content resonated. 45% of viewers watching more films and viewers were 13% more likely to be ‘happy to be seen with’ The Times. Viewers were also more likely to take out a subscription. Visitors who viewed a film were 9x more likely to do this than visitors who didn’t. There was a 5x uplift if you saw more than two films.
The Times’ core strategy of paid-for digital content and the extras of Times+ had been successful in building a news business in the digital age. However, it needed to bring people into the brand to continue to grow. Discussing The Times with non-readers showed that they weren’t clear on the purpose or values of The Times. This wasn’t altogether surprising; advertising was focused on driving paper sales and as such it had never been clearly communicated. This became our objective: 1. To increase the value perception of The Times’ journalism.