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New Straits Times Talking Newspaper, Kuala Lumpur (The New Straits Times Press (Malaysia) Bhd, Malaysia). |
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Project name |
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NST Talking Newspaper
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General Publication Info |
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Established in 1845, The New Straits Times Press (Malaysia) Berhad (affectionately known as NSTP) is Malaysia's oldest and largest newspaper publisher.
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Idea and Implementation of your special project |
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On Feb 21 2012, NST readers opened their copies of the newspaper to discover an audio box featuring a cheerful banter of a mother and her child involved in a fun learning activity.
This was part of the effort to create buzz for an event targetting young mothers.
'Growing Up Together' , an event by Friso taking place at various locations across the country, was part fo the message to encourage mothers to participate.
The campaign was designed to support mothers seeking new interesting fun ways to speack with their children.
The sound bytes were also run on the iPad with the online versions of NST, with three audio articles that can be heard in the website, or opened by scanning a QR code in the print edition.
The campaign was also drawn-out to many key radio stations, Facebook, and various digital platforms.
A virtual world in an interactive tunnel (a giant iPad application) was set up at each Friso GUT event. Parents and their children teamed up to play interactive games projected onto the walls and floor of the tunnel. There were also other activities which included customising their own t-shirts, badges, hanging mobiles and making their own toys at the craft stations.
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Project results and results monitoring |
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The project created buzz and excitement for the Friso series of GUT events, and was a boost for both Friso and NST brands and image. This also contributed to good response to the ground events.
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Additional comments |
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LINKS |
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TV commercial teaser:
http://www.youtube.com/watch?v=7RgzsGjzZUA
A mother shares the experience with her baby:
http://www.youtube.com/watch?NR=1&v=J0uiUNVTUA8&fe ...
News article the day after:
http://www.nstp.com.my/?p=412
Mario Garcia comments on the talking newspaper in his blog:
http://garciamedia.com/blog/articles/who_says_prin ...
Article by marketing/advertising:
http://www.marketing-interactive.com/news/31118
Fun and interactive games at Friso GUT days:
http://www.youtube.com/watch?v=nvgvr2bWjpQ
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