As a heritage print product, becoming a primarily paid-for digital product was vital for The Sun.

 

Their solution was Sun Club, a monthly membership that offered everything from The Sun plus exclusive content, offers, deals, experiences and more besides.

 

Our job was to let people know about it. There was a lot to communicate to an audience already saturated by memberships and subscriptions, so we looked at how it might make people feel.

 

That feeling of bring first with the gossip, of bagging free tickets for you and your mates, of getting some cracking style tips or of being the best dad in the world.

 

We created a 30 second film for TV and VOD with a series of 20 second cuts with bespoke 15 and 6 second variants for social.

 

We shot a series of stills for social channels and added 30 second radio as an important part of our strategy.