SBS News empowers Australians to ‘think big’ with new brand campaign

The integrated campaign features a range of light-hearted videos starring Janice Petersen.

SBS has unveiled a new SBS News marketing campaign that promotes “big thinking” and encourages Australians to engage with the latest national and international news through its new app, digital services, social media and television bulletin.

• New app, new graphic and new set for SBS News

Featuring SBS World News presenter Janice Petersen, the integrated campaign features a range of light-hearted yet informative videos, complemented by innovative real-time, live headlines served across digital placements to give audiences a snapshot of the trusted, analytical news offered across multiple platforms by SBS all day, wherever you are.

Jim Carroll, SBS director of news and current affairs, said: “The new SBS News campaign follows the introduction of some significant enhancements to our multiplatform news offering, and reflects our focus on delivering news in an engaging way.

“Whether it’s watching at home on TV or streaming on the go via our new app, we’re committed to making it as easy as possible for Australians to connect with trusted, in-depth reporting from Australia and across the world.”


Jane Palfreyman, SBS director of marketing, said: “A key insight from our audience research is that audiences want to feel connected to the world around them – both here and overseas – more than ever before. We know the SBS news product is a key enabler for this connection and is one of the most trusted news sources in Australia.

“This is not a standard news campaign. With an irreverent tone, the bold creative highlights SBS News as accessible, trustworthy and analytical, combining everyday situations that consumers can see themselves in with discussion of the issues that matter most to them.”

Digital elements of the campaign were designed by SBS to deliver the latest news updates from SBS News directly within innovative live headline display ads.

The campaign will run across SBS’s owned channels through to mid-April, and is supported by off-channel digital activity including live headline display ads, pre-roll videos, promoted social activity and native content to drive digital engagement.

It follows a recent brand refresh in December 2017, which saw enhancements to the SBS News website and a new SBS News app.

Watch the new promos here.

Campaign credits:

Director of Marketing: Jane Palfreyman
Head of Group Marketing: Uma Oldham
Marketing Manager: Anna Saunders
Brand Manager: Sam Blachon
Digital Campaign Manager: Claire Dumont
Head of Creative Services: Joel Noble
Creative Lead: Matt Coe
Art Director: Kurtis Richmond
Creative: Ben Skinner
Support Creative: Robert Pirouet, Russell Bartlett
Print & Digital Designer: Alison Hastie
Motion Designer: Emy Dossett
Support Designers: Shaun Roberts, Brad Chandler, Madeleine Dudley, Megan McPhail, Neera Sumer, Vanessa Meagher
Producer: Greer Bolomey
Shoot Producer: Jo McNulty-Clark
Grade: Alyn Mykas
Audio: Bruce Dale
Production Coordinators: Lucy Everingham & Martin Carroll
Media Agency: Bench Platform

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