News Corp Australia and Subway Australia have embarked on a 12-month advertising campaign, leveraging advanced data collaboration capabilities and bespoke creative ad formats. The campaign, which aims to 'own lunchtime', targets specific audience segments with tailored messaging during the period when consumers start thinking about lunch.

News Corp's audience intelligence platform, Intent Connect, is being utilised for the campaign. The platform enables the creation of bespoke high-impact ad units, including enhanced Truskin and ScrollX formats. A video portal has been embedded into the Truskin to maximise reach and exposure across News Corp's digital network.

Jessica Gilby, News Corp Australia’s National Head of Retail & Digital Growth, said, “This data-led campaign is unique because it combines data strategy and creativity - it’s always-on and we have an evolving framework that enables us to deliver the best possible results across brand, action and transaction.

“It’s great to work with a client who takes a leap with us, using our D_Coded 2024 upfront announcements within a campaign structure.”

Rodica Titeica, Subway Director of Marketing for Australia and New Zealand, said, “As a brand, we’re constantly evolving to be more relevant in our guests’ lives. Finding new ways to meet them where they are and talk to them in a way that resonates, is essential to achieving this." She added, “We’re pleased to be partnering with News and look forward to leveraging their strong data and measurement capabilities alongside their unrivalled audience reach credentials to better connect with consumers.”

The campaign's focus on 'owning lunchtime' indicates a shift towards more personalised and timely advertising, aiming to reach consumers at the exact moment they are making decisions about their lunch options.

It's rolling out across the entire News network, led by news.com.au. It is underpinned by independently verified measurement solutions to determine revenue impact, engagement and brand sentiment.