Capabilities_
- &Creative,
- &Media,
- &Studio
The Times: Times Change. The Times Remains.
The Times Change. The Times Remain.
In an era of increasing uncertainty and rampant misinformation. The Times and Sunday Times needed to solidify its position as the definitive source of trustworthy news, convincing audiences to subscribe in favour of limitless free information.
The "&Shaped Idea" we built is a simple but urgent message for our time: 'Times Change. The Times Remains.’
A 30 second TVC for The Times.
Idea
Facing an uncertain future, our brand gear reminds audiences of The Times’ long-standing trusted role as a cultural anchor, navigating society through change for 240 years. Working alongside the editorial team, we deliver powerful assets on the latest news topics in high attention environments.
Implementation
A key barrier to subscription is lack of audience connection with the brand, due to the paywall limiting exposure. So we run always-on Meta video - spotlighting journalists giving their perspective on the latest uncertain topics. Each is aligned to WPP Open driven audience needs: authority, accuracy or advice. This helps warm growth audiences up for subscription.
In tandem, we take top-performing brand stories and convert them into thousands of platform-specific, mid-funnel ads at scale - often on the same day - nudging audiences to trial subscription for £1.
A film showing the digital poster sites in Manchester and Birmingham flicking between scenes from early 19th century to today with the headline 'Times Change. The Times Remain.'
Increased trust perception
Increase in incremental subscriptions