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Australia wakes up with popcorn scented newspaper with News Corp’s latest campaign


Australia has woken up to the smell of popcorn today with News Corp Australia using the power of its own print platform to launch its latest retail campaign.

Every one of News Corp’s six capital city mastheads (involving more than 800,000 newspapers) has been scented “popcorn” in a sensory marketing initiative to draw attention to The Great Night In Family Movie Collection launching this weekend.
It is anticipated the stunt will reach around 3.5 million readers across Australia.

Specialised
scenting technology has been used to infuse specific pages of each of
the participating newspapers including The Daily Telegraph, The
Courier-Mail, The Advertiser, the Herald Sun, The Mercury and NT News
with the smell of “buttered popcorn”.

Says Tony Phillips, chief
marketing officer, News Corp Australia’s chief marketing officer, Tony
Phillips: “The synchronised scenting across our four major metro dailies
and two regional titles was an Australian first.

“The bold move
demonstrates how newspapers could offer innovative and effective
advertising solutions for marketers. It’s example of how newspapers
stand out as a great sensory advertising medium, helping consumers cut
through the clutter and deliver smart, relevant messages in a highly
entertaining way.

“We wanted to use the scent of popcorn to evoke
a sense of nostalgia and fun with parents, grandparents, aunties and
uncles around the country. As the aroma of popcorn is synonymous with
movie viewing, it is a great way for people to make an emotional
connection with our campaign and our products.

“The scent of
popcorn is instantly recognisable and inherently memorable, as are the
15 movie classics we have chosen to offer with our newspapers.”

The
mammoth simultaneous scenting task took nearly 30 hours and involved 8
presses at six printing sites using 147.6 tonnes of paper, 3137 kg of
ink, and 200 kg of popcorn scent. Once printed, the papers were packed
onto 300 trucks and travelled a combined distance of 200,000 km to be
distributed at over 30,000 retail outlets across Australia.

The
Great Night In Family Movie Collection is being promoted with Point of
Sale marketing materials across participating newsagents, IGA, Coles and
Woolworths stores. The marketing campaign includes a state-based TVC as
well as editorial pointers and promotions in the participating
mastheads.

News Corp is also filming the newspapers being
printed, scented, distributed and sold, to highlight the initiative
across its digital and social channels.

News Corp partnered with
DreamWorks to offer the top-rating classics with The Great Night In
Family Movie Collection, available as DVDs for $2.60 each, with the
purchase of any metro or selected regional newspaper over 15 consecutive
days.

The first DVD in the collection, Madagascar, is free along
with a collector’s album with the purchase of a newspaper. The
remaining 14 movies include: Monsters v Aliens; Puss in Boots; Ice Age;
Mr Poppers Penguins; Mr Peabody and Sherman, Home Alone; Rio; Shrek;
Narnia Voyage of the Dawn Trader; Fantastic Mr Fox; Night at the Museum;
Turbo; Horton Hears a Who and Rise of the Guardians.

The Great
Night In Family Movie Collection starts on Saturday 14 October in
Victoria, South Australia , Northern Territory and Tasmania and on
Sunday 15 October in New South Wales and Queensland.

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