Young Lions 2013 put out a brief in collaboration with News Limited. News Limited recently acquired 100% of FoxSports and wanted a strategy that would launch the new Umbrella brand News Limited as a consumer facing brand.

2. Challenge

4. Background
News Limited recently acquired FoxSports and 50% of
Foxtel and wants to integrate these brands into the
existing portfolio.

5. Challenge: launch News Limited as a
consumer facing brand

6. Why now?

7. SPORTS & ENTERTAINMENT WERE
THE MISSING PIECES
News Ltd now produces content that covers the full
spectrum of consumer interests.

8. So News Ltd is taking the credit of
being the best content provider in
Australia.
- especially in sports –

9. So how
do we get there

10. Strategy and Rationale

11. ?
? ?
??
Single-minded
Proposition

13. Actually..

14. MATCHING
2 BRANDS’
≠

15. However they have
plenty in common.
It is key to leverage the best traits in the
eyes of the consumer
=

16. Brand/ Opportunity
Quality coverage delivered innovatively by
experienced content providers.

18. covering
all platforms
Online
Newspaper
Magazines
Games
+

19. and Australia’s
top 3 sports
AFL
NRL
Rugby Union
Cricket
Horse racing
Basketball
Netball
Motorsport
Boxing/MMA
...etc..
(23H LIVE COVERAGE PER DAY)

20. Offer/ Opportunity
Exclusive, live quality coverage of the
most popular sports in Australia on any
channel.

22. How about the
competition?

23. What competition?
The brief said
we were the
only one?

24. (Maybe not)

25. COMPETITIVE
LANDSCAPE

26. COMPETITORS ARE PROVIDING
SOME CONTENT OVER
SOME CHANNELS

27. Category/ Opportunity
News Ltd is the only one that owns the
whole spectrum of sports content over all
channels and devices.

28. Audience Insight

30. THE
SPORT NUT
According to the brief our target
audience is

31. But there are all
shades of sports
consumers

32. AND EACH FAN HAS
DIFFERENT MOTIVATIONS
$$$
HIGHLY INVOLVED
Be part of something
bigger
Aaron Smith, Sport Consumer Typologies: A Critical Review.

33. But they have
1 thing in common

34. MATCH DAYConsidered the highest indicator of
loyalty amongst sports fans
David Johnston, Consumer Loyalty Amongst Sport fans.

35. But then life happens

36. A dinner with the parents-in-law..

37. just when..
THE GAME IS ON

38. MATCH DAYEVERYONE HATES MISSING IT

40. Audience/ Opportunity
Match day is what unites every fan. And
they hate missing it. They will go to
extremes not to miss it.

41. BRAND
We are experts in exclusive, high
quality content.
OFFER
We cover your favourite sport, live.
Through all media channels. On all
devices.
CATEGORY
All delivered by 1 brand.
AUDIENCE
Any sports fan hates missing the
game.
?

42. The media-neutral participation-based
Big Idea

43. UNMISS
THE GAME.
ANYWHERE

45. More
More More
“Join our sport
hub to unmiss
the game”

47. THE PINNACLE OF
PERSONALISATION
$150K -$200K
MICROSITE
The ultimate sports hub brings together news, stats, footage and
other exciting content from News Ltd and Fox Sports, satisfying
your hunger for sport. A user-friendly interface with 3 tabs
where customisable content and structure are key features.
THE DUG OUT
LATEST NEWS
RESULTS
PLAYERS
TEAMS
LEAGUE STATS
THE GAME
GAME CALENDAR
LIVE STREAMING
FANTASY LEAGUE
TICKETING
BETTING
COMPETITIONS
MOBILE APPS
PROMOTION OF FOXTEL
& MERCHANDISE
UNMISS THE GAME

48. THE DUG OUT
Get up to speed with the latest on all your
favourite teams, games and players
the dug out
AFL e.g. TENNIS
RESULTS
ICON ALLOWS YOU TO
SEARCH FOR ALL CONTENT
WITH THIS TAG
HOMETEAM
CREATE YOUR OWN
PROFILE WITH
CONTENT PREFERENCES
PROFILES
PROFILES OF YOUR FAVOURITE TEAMS
AND PLAYERS. LEAGUE STATISTICS.

49. THE GAME
Check what games are on this week and
when and where to follow the game.
THE GAME
CALENDAR FANTASY
LEAGUE
BETTING
CTA
•SHARE WITH FRIENDS
•BUY TICKETS
•SET REMINDER
#UNMISSTHEGAME
FACEBOOK & TWITTER
LIVE SOCIAL FEED
LIVE
STREAMING

50. UNMISS THE GAME
Never miss a game again.
UNMISS THE GAME
SOS KENNETH
MOBILE APPS COMPETITIONS
ENGAGING TIPS AND
QUESTIONS FROM
KENNETH AND NEWS
LIMITED SUBSCRIBERS
DM: Inside-out T-Shirts
to sneak out to see the
game.
THE ALIBI
THE COVER UP
THE GAME CALENDAR
PURCHASE
PURCHASE FOXTEL OR
OUR FUN DM PACKS
WIN A MAN CAVE FOR
YOU AND 10 FRIENDS
THE ALIBI
Explain your situation to
Kenneth and he will call:
HELP ME UNMISS THE
GAME
COVER UP! Changes your
screen

51. THE ULTIMATE MAN CAVE
$50K
COMPETITON
This season you’ll get the chance to Unmiss a Game Night with 10
of your friends at the best Man Cave you could ever dream of.

52. THE KICK-OFF
$150K
EVENT
How better to kick-off the game season
than with a massive free event throughout
several locations in Australia. For each sport,
a live game is broadcasted on the big
screen.

53. THE AMBASSADOR
$100K
SOCIAL MEDIA
Kenneth has his own Facebook, YouTube
and Twitter page where he interacts with
sport fans in distress. He gives them
cheeky advice as to how to fool the world
and experience the best day of all:
MATCH DAY.
The tone of voice for the YouTube series is
similar to the Old Spice videos.

54. GAME HIGHLIGHTS
$50K
DISPLAY ADS
With News Limited, the game is at our fingertips at all times. Through
retargeting, ads show you the highlights of the game we know you
watched yesterday. Or.. the game we know you missed.
Online display ads will be featured on all FOX’ and NEWS’ online properties.
AFTER GAME
HIGHLIGHTS FINISH,
THE BANNER
ANNOUNCES THE NEXT
GAME.
REDIRECTS TO THE
NEWS LIMITED SPORT
HUB

55. So how do we move
people through an
experience
and invite them to participate?

56. Across channels

57. AWARENESS INVITATION PARTICIPATION SHARING COMMUNITY
OBJECTIVE
To choose News Ltd as THE sport content provider
to unmiss the game.
CHANNEL
TV / Online
display /
Events /
Outdoor /
Social media
TV / Events
/ Online
display /
DM / eDM
/ Outdoor
Microsite /
Website /
Social Media
Social Media /
Blog
Microsite /
Website /
Social Media
MESSAGE
Hey, do you
hate missing
the game?
We got you
covered.
Let us help you
unmiss the
game.
Share the
experience
with your
friends.
Participate
and socialise
with
likeminded.
METRICS
INCREASE:
Impressions
Reach
Visits
Visits
Interactions
Shares
Likes
Comments
Members
Total budget: $500K - $550K

58. ..and devices

59. At breakfast
Out of the house
Throughout
the day
OR
At work / home
throughout the
weekend
At home with the
family
On the couch

60. WHAT’S NEXT:
FULL CONTENT-ON-DEMAND HUB
Dictated by the brand hierarchy, the opportunity exists to host the remaining
properties (News & Entertainment) on this hub, to enable any type of
customer to personalise their own News Ltd space.

61. NOW...
MEASURE SUCCESS &
CONTINUOUSLY IMPROVE

62. THANK YOU.
KIM VERBRUGGHE
PRODUCTION / ACCOUNT PLANNING
M/ 0450217639
E/ VERBRUGGHEKIM@GMAIL.COM