News Corp launches new sport platform CODE

Every code has stories to tell. And News Corp’s CODE is the place sports lovers can find them. On website (codesports.com.au) and app, CODE brings together the best Australian long form reporting, podcasts, newsletters, and access to the best global News Corp sports coverage. The new CODE brand was created by independent agency The Royals from the ground up, including the name, brand strategy, brand design (from the logo to look and feel), audio mnemonic and the launch advertising campaign.

CODE is not just for the everyday fan but for real lovers of sport. Those who aren’t satiated by endless stats and replays, who are hungry to know more. Those obsessed with the legacy leading to the game, the journey of the player, what happens after the whistle is blown. CODE invites sport lovers to stop skimming across the surface, and dive deep into the stories of sport.

The launch campaign, with the tagline ‘Unlock the stories of sport’, consists of TV, radio and digital advertising. It follows a teaser campaign that plastered street posters, murals and stencils across Australian cities and was bolstered by social videos.

Says Brendan Collogan, director, Subscription at News Corp: “True lovers of sport are always trying to go deeper, to understand the story behind the moment. CODE unlocks those stories – whatever code they follow. The Royals have been an integral part of the CODE team from the early days, working to develop the brand from its infancy and we couldn’t be more excited about where we have landed.”

Says Stu Turner, ECD, The Royals: “It’s been incredibly rewarding to develop the CODE brand from scratch. Being able to truly craft how a brand looks and lives in the world, together with the team at News Corp, has resulted in something we’re extremely proud to deliver to sports lovers across Australia.”

Creative company: The Royals
Production partners: Bang Bang Studios, Franky, Collider
Director: Glenn Stewart
Executive Producer: Karen Bryson
Editor: Phoebe Taylor
Colourist: Matt Fezz
Animation: Collider Studio
Music composition: Tristan Dewey
Sound Design: Sam Hopgood
Sound production: Polly McGregor & Holli Dee