Page 84 - The EDIT | Q1 2017

84
Ideas
Making News Newsworthy
South Africa Campaign Title // Making News Newsworthy Brand // eNews Direct
Campaign Duration // 04.01.2016-01.04.2016 Client // ETV (Television Network)
Relaunching a shorter, more impactful prime-time news format was never going to be easy. We knew that the only way this asset would be successful was if we could get it to live outside of the TV screen. We did just that. eNews Direct grew ratings, shares, views and total exposure across online and offline, entrenching itself as the most newsworthy asset over the campaign period.
What was the Business Issue?
The eNews bulletin was suffering from inconsistent performance, driven mainly by scheduling changes over the past year. Audiences had declined and share had eroded. The objective was to re-invent the bulletin and attract lapsed viewers back to the refreshed format.
What you did?
We decided to bring the news
to viewers instead of waiting for them to come to us. But because old news is no news, we had to do get this to viewers in as close to real-time as possible. We started off with a custom-built smart versioning system which allowed the programming editor
to update the headlines of our banner inventory in real-time. At the same time, video content was uploaded to the eNews website and the links promoted across social media with a heavy skew
to mobile devices, reaping the benefit of audience engagement and organic content sharing. Lastly, the campaign also flighted across South Africa’s digital Taxi and Rank TV network reachive
Role of comms: ACTIVATING
THE EDIT ISSUE 05 | Q1 2017