 |
|
|
 |
|
| |
IFRA XMA Cross Media Awards 2008 projects |
|
|
|
| |
|
|
| |
Company: Malayala Manorama Company Ltd |
| |
Project name: Connect-Interact-Engage Customers-The Apple Way |
|
| |
Topical category of the project |
|
| |
A: Cross media campaigns for individual advertising customers |
|
| |
General information about the publication |
|
| |
Malayala Manorama Daily newspaper is the largest read and circulated regional daily newspaper in India.It is published in Malayalam langauge.Around 1.6 million copies are sold everday(ABC,Jul-Dec.2007).And it has 8.6 million readers as per Indian Readership Survey 2008 round 1.Besides newspaper Malayala Manorama has diversified into Magazines,Online,T.V,Radio and Outdoor media. |
|
| |
Project description |
|
| |
Apple-a-Day Properties(Called Apple hereafter) is an upcoming real estate developer in Kerala, a southern state in India. It operates in the fiercely competitive apartment development business in Kerala. With numerous players in this field launching new projects everyday, the crux was to get the communication mix right. Then, Apple wanted to announce 16 apartment projects in Kerala. They wanted a high impact communication campaign around the new apartment projects. Following a traditional mindset of advertising budget allocation Apple planned to spend heavily on mass media like print and television channels, perceived to be popular in Kerala.
Malayala Manorama Group(called Manorama hereafter) with presence in almost all media verticals, devised a unique cross media solution for Apple that leveraged cross media synergies optimally involving Print, Online, Mobile and Television and Outdoor medium. The solution enabled Apple to connect, interact and engage with prospective customers thereby cornering more sales. |
|
| |
The basic idea of the project |
|
| |
Apple wanted to connect, interact and engage with customers over a certain period of time. They wanted to keep up the momentum of excitement in the market. Apple wanted to target affluent Malayalees in Kerala and expatriate Malayalees in America and Gulf countries who planned to settle down in Kerala. Manorama group formulated a plethora of activities that revolved around multimedia activation points across print, electronic, customer connect, events etc.
Apple and Manorama formulated a quiz contest called ‘Veedu’ which means house. An online interactive channel in the same name was launched in the group’s portal(www.manoramaonline.com/veedu). The contest was held from 10th Nov.07 to 10th Jan.07.The contest was held on mobile voice platform . That is, people who wanted to participate in the contest could dial a short code number(5056776) and answer prerecorded questions. A participant could call any number of time during the contest period. Correct answers won points. Points of a participants were cumulated over the contest period. Online participation was also there. The top 20 scorers invited for a Final Quizzing Contest which was conducted on ground.
The winner of the final quiz was gifted with a Apple flat worth Rs.3 million. There were weekly prizes like multimedia CDs and early bird discount offers for Apple apartments. The contest was designed to attract new customer segments. The advertiser was an integral part of the project. The contest was cross promoted across Malayala Manorama Daily Newspaper, Manorama News TV Channel, manoramaonline etc. |
|
| |
Used media channels |
|