News Australia Sales and Commonwealth Bank partner to bring new brand campaign to life. News Limited

Posted by Lucy Halliday On May 27, 2012

May 27, 2012 – News Australia Sales, the integrated sales division of News Limited, and Commonwealth Bank (CommBank) have today launched a revolutionary augmented reality advertising concept, News Alive.

The concept was created in response to a brief from CommBank to ‘bring the new brand campaign to life’ highlighting today’s unveiling of their new brand direction.

This partnership led News Australia Sales to create News Alive, a campaign to transform the Sunday reading experience through a News Alive app for the iPhone and iPad. Once downloaded, the app brings popular Sunday sections to life with a digital kaleidoscope of animation, 3D video and sound.

By adding sound and motion to the print product, News Alive delivers a richer and deeper experience for readers whilst highlighting CommBank’s new brand direction in a modern, innovative and surprising way.

The first campaign of its kind in Australia, News Alive runs today across News Limited Sunday mastheads The Sunday Mail, The Sunday Herald Sun, The Sunday Telegraph and The Sunday Times in print and online, reaching nearly five million Australians.

As part of the campaign, readers will experience a fully animated 3D masthead for each title, see their editor brought to life in video discussing the day’s issues and experience the Bank’s new brand TVC, directly on the pages of their favourite Sunday paper.

News Alive also showcases the featured property of the week as a 3D interactive display embedded with a downloadable CommBank property guide app, offers body+soul readers 3D interactive articles and reveals 360° location views within Escape.

News Alive has been supported with CommBank branding within each masthead, the launch of a new TVC and a promotional EDM.

CommBank’s chief marketing and online officer, Andy Lark, shared his excitement about the project:

“CommBank is solidly grounded in technology and innovation – it’s what sets us apart and what makes banking easy for the 10 million plus customers that chose to bank with us, so it made sense for us to partner with News Australia Sales to create News Alive.

“We are very excited about this project and we hope all Australians get the chance to experience the technology today.”

News Limited’s director of sales Tony Kendall said News Alive was a landmark moment for the sales division.

“This campaign is a prime example of the News Australia Sales philosophy of working hand in hand with clients to create a true partnership.

“News Alive represents so much more than just adding a video element to our print products; it’s an example of leveraging the true multi-media capacity of News Limited to create an exciting and engaging commercial execution.”

To experience News Alive, download the app from the Apple store here:

View a video demonstration of News Alive at:


For further information:
Annie Petersson – News Australia Sales
T: (02) 8114 7484 or 0439 087 482

Lucy Halliday