| Title | SMH INFINITY MIRROR |
| Brand | FAIRFAX MEDIA |
| Product / Service | THE SYDNEY MORNING HERALD NEWSPAPER |
| Category | B03. Consumer Services |
| Entrant | WHYBIN\TBWA SYDNEY, AUSTRALIA |
| Entrant Company | WHYBIN\TBWA SYDNEY, AUSTRALIA |
| Advertising Agency | WHYBIN\TBWA SYDNEY, AUSTRALIA |
| Media Agency | CARAT AUSTRALIA Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Kat Webb | Whybin\tbwa Sydney | Project Manager |
| Nick Lilley | Whybin\tbwa Sydney | Print Producer |
| Paul Butterworth | Whybin\tbwa Sydney | Design |
| Chris Mawson | Whybin\tbwa Sydney | Head Of Studio |
| Hristos Varouhas | Whybin\tbwa Sydney | Executive Planning Director |
| Bryony Marks | Whybin\tbwa Sydney | Account Director |
| Peter Fitzhardinge | Whybin\tbwa Sydney | Managing Director |
| Dave Brady | Whybin\tbwa Sydney | Group Head-Art Director |
| Asheen Naidu | Whybin\tbwa Sydney | Group Head-Copywriter |
| Russ Tucker | Whybin\tbwa Sydney | Digital Executive Creative Director |
| Dave Bowman | Whybin\tbwa Sydney | Executive Creative Director |
| Matty Burton | Whybin\tbwa Sydney | Executive Creative Director |
The Adshels generated lots of talk value and high levels of interaction, as well as heaps of free PR. The execution brought the new “Know no boundaries” positioning to life in an attention-grabbing way, which made the line stick in the minds of our audience. There was a 91% recall of the line and the campaign. Results were extremely favourable. The executions helped generate 91% brand awareness and 66% consideration, which led to an 88% conversion rate into heavy usage.
The brief was simply “Know no boundaries”. The media team therefore looked at how best to break the limitations of existing media. Adshels have been on media plans forever, but this was the first time that they have been pushed beyond their own boundaries.
The Sydney Morning Herald was launching its new positioning of “Know no boundaries”. In an increasingly digital world, where news is freely and easily accessible, we needed to prove to our loyal customer base that we were a forward thinking brand, that stopped at nothing to get to the truth. We also needed to reflect this in a way that was indicative of us embracing new technology. The readers of The Sydney Morning Herald are extremely loyal. The news brand has one of the largest followings in Australia. People trust the integrity of the brand and appreciate the quality of their independent journalism. We wanted to bring our positioning of “Know no boundaries” to life by going beyond the limitations of an already existing medium. Our new positioning line is “Know no boundaries”. We needed people to remember this. We also needed to demonstrate that we were not a stale newspaper brand and were embracing new technology. This creative execution was the prefect marriage to achieve both objectives.