We created the Lazy Ad Guy - a metaphor for all the underperforming ads in the market – who lived in a banner, turning the medium into the focus of the idea. As his personality developed, so his media presence increased – always using media-focus media to create impact.The plan was to execute the messaging across channels that will have a strong presence within our target market - banners, Media i, Industry Press, in a Christmas e-Card, as a MediaWeek cover, “inspiring” the Media Games event – you name it, he’s been all over it.

Online banner ads achieved a combined average of 7.3% CTR, the Christmas card eDM and video hit a 47% open rate and a 31% CTR and the Fairfax Digital product sales site increased in UVs by 30% during the campaign period.The Media Games event achieved an increase of 60% attendance on the previous year’s event.

Before the campaign, sales targets weren't being met. But thanks to high engagement in the campaign, the sales force is now reaching over 104% of their targets.

We have now established Fairfax as the top of mind brand when it comes to innovation.