The Australian Financial Review launches ‘Know You Know’ brand campaign via The Royals
The Australian Financial Review has today launched ‘Know You Know’, a new brand campaign via The Royals, showcasing the power of the masthead’s insights and information as the essential guide for business, political, financial and advertising audiences.
Know You Know poses the question: ‘Who knows how this could affect you?’ around essential topics that consumers need to know about – such as federal government instability, fossil fuels, iron ore, the housing bubble, childcare and superannuation.
Know You Know launched today with a wrap of the Financial Review newspaper and a home page buyout of the afr.com website. The campaign will include out-of-home, print and online, augmented with social media activity.
Short films with comment and insights from renowned Financial Review journalists, including Laura Tingle, Tony Boyd and Phil Baker, have been especially developed for a dedicated microsite, afr.com/know.
The Australian Financial Review editor in chief Michael Stutchbury said Know You Know underscores how the Financial Review arms readers with the knowledge and confidence to succeed.
Says Stutchbury: “The Australian Financial Review talks to Australia’s business people, executive decision-makers, sophisticated investors, political insiders and those who want to be among them.
“We also speak to people who desire success and determinedly seek out trusted information that confers advantage. Know You Know reminds readers of the insider’s view on the issues that only the Financial Review can deliver. Delving deep into the worlds of business, politics, finance, markets, technology and lifestyle gives readers the confidence that they are also in the know.”
Says Hayley Peacock-Gower, Fairfax Media director, subscription brands and consumer acquisition: “Know You Know updates and strengthens the Financial Review’s ‘must-read’ brand promise and puts the Financial Review’s trusted information and insights front and centre.
“Consumers are spoilt for content choice. Yet trusted filters are revered, followed, liked. Consumers value quality content and consider it worth paying for.
“This significant campaign reflects our continued investment in the Financial Review, with recent product innovations such as the re-launched afr.com website, app for iPad and the incorporation of Smart Investor content with the masthead.”
A trade marketing campaign aligned with the Know You Know campaign will follow next month.
Strategic consultant: Chris Lorang
Creative agency: The Royals
8 Comments
Great work Miller + Mollo + Royals.
Great work Miller + Mollo + The Royals.
Good looking print.
Sound work and positioning, although Fairfax’s penchant for only using their own media lets them down again.
Surely this argument is an acquisition one, but the media you’ve chosen only speaks to current customers.
Yes, I know the press release says it will also “include out-of-home, print and online, augmented with social media” but let’s wait and see, shall we?
@Carl also, perhaps they’re trying to get casual readers to subscribe. I presume there’s lots of them.
very logical well reasoned arguments for subscribing. But
It’s also dull as dishwater and zzzzzzzz
@Tony,
Well, if that’;s the case, I would suggest that they’ve completely missed the mark. If they are preaching to the converted by simply running in their own media, the message should not be ‘why read the far’ -instead, it should be ‘why subscribe to the far’. They’re 2 very different messages. But that’s enough free strategy from me. They obviously know what they’re doing.
And autocorrect mustn’t subscribe to the AFR, as it changes it to ‘far’.