Image Credit: Lucas Jarvis, Eventive Photography
The Brief
News Australia had a story to tell, but the market wasn't quite listening. In a landscape dominated by social platforms and streaming giants, they were still seen as traditional media despite building a compelling video offering across multiple formats. The challenge was clear - transform perception from legacy media company to video-first innovator whilst showcasing their strategic partnership with Tubi.
With 200 attendees from media agencies and partners, this wasn't simply about awareness. We needed to prove that News Australia's offering delivers premium outcomes that social platforms can't match, landing three crucial messages about their video challenger position and Tubi's competitive strength.
Creative Concept
Rather than presenting information, we created a journey that let guests experience the difference firsthand. "All Screens for All Australians" centred around striking LED portal installations - luminous frames that guests could step through to explore News Australia's video ecosystem across different viewing experiences.
The concept extended beyond the main installations through strategic storytelling touchpoints. An unexpected entrance via a nostalgic video store inspired by Tubi's Gen X content would build anticipation from arrival. Bathroom takeovers would showcase Tubi's diverse streaming genres, extending the brand experience into unexpected spaces. An "Advertisers Only" speakeasy would provide exclusive discovery moments that felt genuinely special rather than manufactured.
The Delivery
Bringing the concept to life required transforming Ilumina into a multi-zone experience where every element supported the guest journey. The nostalgic video store entrance worked exactly as intended - guests were intrigued before they'd even started exploring the main experience.
The LED portals became natural focal points where people gathered to explore and photograph. DJ Charlie Villas maintained energy throughout the four-hour event, whilst a carefully planned lighting design guided guests between zones. The speakeasy discovery generated a particularly strong response, with guests rating the overall experience and especially the custom gift bags as standout elements.
The Impact
The event achieved its repositioning objectives whilst generating authentic industry validation. Mediaweek noted that News Australia "pulled out all the stops" for the launch, with comprehensive trade coverage helping to cement the new market position. Industry leaders provided compelling endorsement - Sam Buchanan, CEO of IMAA, called All Screens a "powerful proposition" whilst Lisa Squillace from WPP praised News Australia's "presentation and ambition".
Authentic engagement delivered:
- Comprehensive trade publication coverage across multiple titles
- Strong social engagement and organic sharing
- Natural guest exploration of portal installations and experience zones
- Standout feedback on all experiential elements, particularly gift bags
- The activation proved that experiential storytelling can shift market perception more effectively than traditional presentation. Guests left with a clear understanding of News Australia's video proposition through firsthand experience - demonstrating how the right creative approach can transform industry conversations.
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