INMA Awards 2014 Rewarding the best sales and marketing ideas among news media brand. BEST IDEA TO ENCOURAGE PRINT READERSHIP OR ENGAGEMENT DAINIK BHASKAR GROUP INDIA
Project details at a glance 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. 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- Objective- 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.
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)!
Activity Details- 1. It was carried out in towns and urban-agglomerate of the following 8 statesa) 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/roundsa) 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. ATL & BTL promotions began from 5 th July 2013 onwards and the first game cycle began from 10th July 2013 onwards. Activity Drop Box
Modus Operandi- 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 cyclea) 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. *Buds
Modus Operandi- Continued 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 cyclea) Gold leaves- 14 Silver Leaves- 13 Green Leaves- 13 Gold Leaf (Nos. 14) Silver Leaf (Nos. 13) Diamond Leaf (Nos. 13) For convenience purposes, kindly consider this activity as a type of Housie or Tambola, 1 st branch as first row, 2 nd branch as 2 nd row, 3 rd branch as 3 rd row and all the three branches together as full house.
Leaves Placement Dummy Copy Leaves were strategically placed in centre of the news report or articles.
13th July 2013. Diamond Leaf Actual Copy 13th July 2013. Diamond Leaf Leaves Placement Golden Leaf Actual Snap-shots of the leaves published in our publications 10 th July 2013.
Activity Format
Branch 2 Activity Format Branch 1 Branch 3 30 Empty Leaf Spots Personal Details Summary Chart
Format Ad 10 th July 2013 Actual Snap-shot of the format ad published in our publications on 10 th 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. Terms and Conditions- 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.
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. Activity Float
Leaflet inserts Leaflets were distributed as inserts via competition newspapers.
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.
Creative Approach
Teaser Ads Body Copy- Here, money grows on plants Body Copy- A money plant, that can change your fortune. Body Copy- A golden opportunity to win prizes worth millions.
Revealer Ad 1 Title- A game of golden and silver leaves that can change your fortune. Visual- The prizes winners will receive
Revealer Ad 2 Title- A game of golden and silver leaves that can change your fortune. Visual- The prizes winners will receive Body Copy- Activity terms and conditions explained in details with timeline to submit your entries.
Result Ad 1 The lucky winner, Mrs. Aarti Jha from Jharkhand state was awarded with Chevrolet SAIL
Result Ad 2 Names and other details of consolation prize winners
Results 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% 1. DB Money Plant was carried out in Towns and Urban Agglomerations of the above given 8 states.
Quick Facts Total forms submitted were approximately Half a Million, i.e. 15% of our overall circulation in select markets and regions of the country participated in this activity, significantly higher than national average of 8% in cases of mass level activities.
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.
The Result Pyramid 2,967,206 Circulation in activity areas 453,013 No. of Participants 975 Entries with correct answer 01 Lucky Winner The remaining 974 correct answers were awarded with significant prizes. Winner was selected on draw of lots/random basis.
Thank You