Our new positioning line is “Know no Boundaries”. We needed people to remember this. We also needed to demonstrate this in a fresh, innovative way. The challenge was that we needed to do this with existing media builds that were, by nature, NOT new.

The Sydney Morning Herald was launching its new positioning of “Know no Boundaries”. In an increasingly digital world, where news was 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 needed to bring the positioning of “Know no Boundaries” to life.

We wanted to bring “Know no Boundaries” to life in an interesting and innovative way. We therefore looked at how to best break the limitations of existing media. Large scale outdoor is nothing new, but this was the first time that this traditional medium had been pushed beyond its own boundaries. By simply putting a twist on an existing medium, we were able to create a completely new experience.

Results were extremely favourable. The executions helped generate 91% brand awareness and 66% consideration, which led to an 88% conversion rate into heavy usage.