Mason

Fairfax

CX pitch

Insight

Fairfax's news businesses needed help driving sales from their online websites.

The digital age poses huge challenges for major news outlets. Consumers expect free content and they don't like to click on ads. News businesses have had to create cleverer and cleverer ways to introduce advertising that matches consumers' interests and while this has resuscitated ad sales, subscriptions have become a necessity.

Idea

Reimagine the news experience and create greater incentives to subscribe

Fairfax wanted us to rethink the way readers of The Sydney Morning Herald and The Age engage in stories and experience their news. They also wanted us to create a better experience for subscribers and give them more exclusive access. We created a consumer experience strategy that reimagined the news experience and created new offerings for subscribers.

Impact