News18 Network Leadership Campaign
Their target audience was clear- Media buyers, advertisers, influencers and thought leaders. The mediums used were strategically identified to ensure impactful targeting with minor leakage.
TV-With in-depth reports and exclusive interviews, Storyboard a show on CNBC-TV18, is a must for everybody passionate about brands, essentially our target audience. In addition to this, the campaign promo also aired on CNBC-TV18, CNBC-Awaaz and CNBC Bazaar
Print- 2 island front page Ads were taken in Economic Times since it is widely read by their target audiences – media planners, influencers and 1 Half page Ad was taken in Hindustan Times specifically because it has a readership of society influencers
Trade Branding- 30 days campaign across 60+ media agencies, more than 90% of the total inventory was taken with the objective to hammer the campaign message in the minds of media planners.
Agency Activations 1-Quiz Contest- Objective was that participants should apply this new equation, 18=1 in their real life. The only trick to win was to remember that 18 is the new 1, for example – 18+20 is not 38 but 19. Achieved more than 30% participation rate with 7000+ participants across 30 agencies
Agency Activation 2-Wheel of Fortune: Participants who were able to land the wheel of fortune on the new equation 18=1 and not on the old equation 1=1 were declared winners.900+ participants across 30 agencies.
Merchandise for Trade- Merchandise was given to key media planners and buyers to create a higher recall value of a campaign. Premium packaging quality was ensured, a two-layered approach was adopted with 18=1 teaser outside and the main campaign communication inside
Print Ad in Trade Magazine-Front page innovation in Impact Magazine – one of the most circulated trade magazines of media industry, also widely read by their target audience was taken in the form of a French cover and false cover.
Branding to energise the Sales team- They organized several engagement activities like-T-shirt Caption Contest, 18=1 Quiz Contest Mailer and a wheel of Fortune Activity.
Airport Branding- Since Mumbai Airport Terminal 2 is one of the prime places which caters to influencers and decision-makers the idea was to reach out to them directly. 38 digi pods were taken in the prime passage for 6 days.
Trade-PR: As a media brand, it has always been extremely difficult to get other media to write about them However, their plan was simple target the business press to create a buzz in the trade media and push for online coverage in order to up our SOV and thereby the recall/engagement for the brand.
To view the campaign video: https://we.tl/BOlo5pro9i
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