INDIA 9 TO 5 for MID DAY

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INDIA 9 TO 5

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Industry Newspapers
Media Promo & PR
Market India
Released June 2009

Credits & Description

Category: Publications & Media
Advertiser: MID-DAY INFOMEDIA
Product/Service: NEWSPAPER
Agency: MID DAY INFOMEDIA
Date of First Appearance: Jun 26 2009 12:00AM
Entrant Company: MID DAY INFOMEDIA, Mumbai, INDIA
Entry URL: http://www.mid-day.com/contest/vodafone/india_9_5/index.htm
Creative Director: Divya Thakur (Design Temple)
Head Marketing: Neville Bastawalla (Mid Day Infomedia)
National Sales Head: Gaurish Pathare (Mid Day Infomedia)
Head - Brand Solutions: Bhaskar Gupta (Mid Day Infomedia)
Media placement: Print Campaign - MiD DAY - 26th June 2009
Media placement: Radio Campaign - Radio One - 1st July 2009
Media placement: E-Mailer Campaign - MiD DAY Database - 1st July 2009
Media placement: Online Banner - mid-day.com - 1st July 2009
Media placement: On-ground exhibition - Across Mumbai, Delhi, Bangalore and Pune - 17th July to 18th Dec 2009

Describe the objective of the promotion.
To establish MiD DAY as a newspaper for the Young Urban Mobile Professionals across India, (YUMPI) as a brand that also provides fresh, engaging and entertaining newsbreak to the YUMPI in the middle of their workday.

Describe how the promotion developed from concept to implementation
We launched a never-done-before photo-journalism project that culminated in a 360 degree promotion activity. In Phase 1 we commissioned 10 photographers across India to capture 9am to 5pm moments of 10 top cities of the country. A 24 page special feature was created that acted as a preview to the entire project of Vodafone presents India 9 to 5. To create a direct connection with the target audience we followed with a photography exhibition across Mumbai, Delhi, Bangalore and Pune. We communicated about the exhibition through a 360 degree media plan. In Phase 3 we launched a contest where the readers were encouraged to click and send pictures of Urban India between 9am to 5pm.

Describe the success of the promotion with both client and consumer including some quantifiable results

Brand MiD DAY got strongly positioned as a brand for the corporate professionals. The contest received over 7000 entries. 60 winner photographs were published with photographer credits in MiD DAY across 4 cities and 8 grand-winners walked away with branded high-end cell-phones. MiD DAY also made revenues as the activity was sponsored by Vodafone.

Explain why the method of promotion was most relevant to the product or service
The brand promise to the consumer of MiD DAY is that the product will deliver fresh, engaging and entertaining newsbreak in the middle of their workday. A special feature of a never-done-before photo-journalism project showcasing urban India between 9am to 5pm (working hours) was the best way to deliver the brand promise. They also got a first-hand opportunity to see the body of work through a photography exhibition across the 4 cities. A reader-engaging and high-gratification national contest only added to the experience of the brand.