INMA Awards 2014 - Amazon S3 · Sponsoring Newspaper- Dainik Bhaskar, Divya Bhaskar and Divya...
Transcript of INMA Awards 2014 - Amazon S3 · Sponsoring Newspaper- Dainik Bhaskar, Divya Bhaskar and Divya...
INMA Awards 2014Rewarding the best sales and marketing ideas among news media brand.
BEST IDEA TO ENCOURAGE PRINT READERSHIP OR ENGAGEMENT
DAINIK BHASKAR GROUP | INDIA
Name of the Project- DB MONEY PLANT
Category of the entry- BEST IDEA TO ENCOURAGE PRINT READERSIP OR ENGAGEMENT.
Sponsoring Newspaper- Dainik Bhaskar, Divya Bhaskar and Divya Marathi (Hindi, Gujarati
and Marathi language dailies of Dainik Bhaskar Group).
Address of the Newspaper- Dainik Bhaskar Office, 6 Dwarka Sadan, Press Complex, MP
Nagar, Zone 1, Bhopal- 462011, Madhya Pradesh, India.
Project details at a glance
Circulation and frequency of the newspaper-
Dainik Bhaskar Circulation- 3,545,000 Frequency- Daily
Divya Bhaskar Circulation- 960,000 Frequency- Daily
Divya Marathi Circulation- 405,000 Frequency- Daily
Target Group
Males and Females from all age groups
1. “Money doesn‟t grow on trees”, a renowned proverb lost its identity when Dainik Bhaskar
Group engaged millions of its readers in an unique reader engagement initiative to make
their fortunes.
2. In Indian culture, it is believed that „Money Plant‟ brings good fortune, therefore a
nomenclature cannot be better than „Money Plant‟ itself.
3. It is called „Money Plant‟ because of their „coin-shaped‟, translucent and slivery seed
pods which represents silver coins.
Concept-
1. Encourage print readership & support/strengthen the circulation in key markets.
2. To offer a smart and innovative substitute to age old idiot proof reader engagement
activity like „Cut and Paste‟ targeted to Indian masses with a smart engagement.
3. Create brand traction with the unique probability led mathematical concept and
creativity.
4. To engage not only females, but also the male members of the household. Touch base all
age groups.
Objective-
What makes the activity so UNIQUE?
1. DB Money Plant is one of it‟s kind reader engagement activity based on the
mathematical probability of permutations and combinations.
2. The significant trick of the activity was „Repetition of leaves was allowed and the order
of leaf arrangement was not fixed‟
3. Use of golden, silver and diamond leaf was to stimulate the attraction towards precious
metal and boost the activity participation as the winners were awarded with
equivalent prizes.
4. Leaves were strategically placed in centre of the news report or articles, so that this
activity could help in boosting the readership during the activity period.
Permutation
n!/(n-r)!Combination
(n+r-1)!/r!(n-1)!
1. It was carried out in towns and urban-agglomerate of the following 8 states-
a) Madhya Pradesh | Chhattisgarh | Rajasthan | Punjab | Haryana | Jharkhand | Maharashtra
| Delhi
b) For Maharashtra state, the communication was in regional language (Marathi), otherwise in
the national language, Hindi.
2. Activity was carried out in cycles/rounds-
a) Each cycle was of 15-20 days, therefore it was carried out 2 times in one-and-a-half months.
b) Activity leaves were printed for 8 consecutive days and then remaining 7 days were utilized for
submissions collection, data punching and winner deceleration.
3. Various drop-box counters were also set-up across the activity markets to collect
the physical copies of the entries.
Activity Details-
Activity Drop Box
ATL & BTL promotions began from 5th July 2013 onwards and
the first game cycle began from 10th July 2013 onwards.
1. Three different types of leaves, similar to money plant leaves; Gold, Silver and
Diamond leaves were published across Dainik Bhaskar and Divya Marathi
newspapers during the activity cycle-
a) „Gold‟ (G) leaves with thick golden border, „Silver‟ (S) leaves with thick silver border and
„Diamond‟ (D) leaf without border.
2. Participants/readers have to cut these leaves from the newspaper and paste it in
a format that was given at the beginning of the activity.
3. The activity format was a literal 3 branch money plant (without leaves) with 10
buds* on each branch, i.e. total 30 buds.
4. Readers have to cut the Gold, Silver and Diamond leaves from the newspaper
and paste it on the buds and branches of their choice and complete the format.
Modus Operandi-
*Buds
5. A total of 40 leaves were published/printed during each activity cycle.
6. Participants have to complete the format and drop it at their nearest Dainik
Bhaskar or Divya Marathi‟s Drop Box centre.
7. No. of leaves published during each and every activity cycle-
a) Gold leaves- 14 | Silver Leaves- 13 | Green Leaves- 13
Modus Operandi- Continued
For convenience purposes, kindly consider this activity as a type of „Housie or Tambola‟, 1st branch as
first row, 2nd branch as 2nd row, 3rd branch as 3rd row and all the three branches together as full house.
Gold Leaf
(Nos. 14)
Silver Leaf
(Nos. 13)
Diamond Leaf
(Nos. 13)
Leaves Placement
Leaves were strategically placed in
centre of the news report or articles.
Dummy Copy
Diamond Leaf
Diamond Leaf
Golden Leaf
Actual Snap-shots of the
leaves published in our
publications
Actual Copy
10th July 2013.
13th July 2013.
13th July 2013.
Leaves Placement
Format Ad | 10th July 2013
Actual Snap-shot of the format ad
published in our publications on 10th
July 2013.
Winner Identification
1. Winners will be identified basis no. of gold, silver and diamond leaves cut and
pasted on each and every branch.
a) E.g.- Branch 1- Gold (1) + Silver (3) + Diamond (6) = Total 10 Leaves
b) E.g.- Branch 2- Gold (3) + Silver (5) + Diamond (2) = Total 10 Leaves
c) E.g.- Branch 3- Gold (5) + Silver (2) + Diamond (3) = Total 10 Leaves
2. If the participant‟s leaf count on every branch or any one branch matches with
ours, participant stands to win prizes.
1. Participants can paste any leaf on any bud or branch.
2. Participants have to complete all the three branches simultaneously, they DO NOT
have to proceed branch by branch, i.e. first complete branch no. 1 and then
proceed to branch no. 2.
3. Not more than 1 entry/format from an individual or household were entertained.
Terms and Conditions-
Activity Float
OOH- On-Ground Activation- Float
Promotional
Floater
Two different types of promotional vans were
forayed in select cities to create a buzz
about the activity.
Promotional van was donned with artificial
money tree to highlight the idea that in „DB
Money Plant‟ money grows on trees.
The second van was used to engage the
passers-by in a small version of DB Money
Plant.
Hand-outs
What could be a better way to entice
the masses then distributing the highest
denomination imitation currency notes
with activity details on the back side,
among the people in high-footfall
places like shopping malls.
Teaser Ads
Body Copy- A golden opportunity to winprizes worth millions.
Body Copy- A money plant, that canchange your fortune.
Body Copy- Here, money grows on plants
Visual- The prizes winners will receive
Title- A game of golden and silver leavesthat can change your fortune.
Revealer Ad 1
Revealer Ad 2
Visual- The prizes winners will receive
Title- A game of golden and silver leavesthat can change your fortune.
Body Copy- Activity terms and conditionsexplained in details with timeline to
submit your entries.
States Forms Submission Current Circulation % Submission
Madhya Pradesh 173,273 916,897 19%
Chhattisgarh 39,713 298,564 13%
Rajasthan 67,980 567,076 12%
Punjab 26,679 247,499 11%
Haryana 37,561 307,019 12%
Jharkhand 62,682 243,563 26%
Delhi 1,223 19,070 06%
Maharashtra 43,902 367,518 12%
Grand Total 453,013 2,967,206 15%
Results
1. DB Money Plant was carried out in Towns and Urban Agglomerations of the above
given 8 states.
Total forms submitted were approximately „Half a Million‟, i.e.
in cases of mass level activities.
15% of our overall circulation in select markets and regions of the country
participated in this activity, significantly higher than national average of 8%
Quick Facts
Post activity survey indicates that „DB Money Plant‟ has been rated as the
“Most Engaging Activity”
of the month as compared to various other activities done by the competition.
Quick Facts
453,013
975
2,967,206
01
Circulation in activity areas
No. of Participants
Entries with correct answer
Lucky Winner
The Result Pyramid
The remaining 974 correct answers were awarded with significant prizes. Winner was selected on draw of lots/random basis.