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IFRA XMA Cross Media Awards 2008 projects |
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Company: Agora SA |
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Project name: Dual media non-standard advertising offer |
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Topical category of the project |
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A: Cross media campaigns for individual advertising customers |
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General information about the publication |
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Gazeta Wyborcza is the best read opinion forming national daily newspaper in Poland. It has 5,8 million* readers weekly. Circulation: 437 thousand copies**
Gazeta is published by a multimedia group Agora SA. It publishes also a free daily Metro, 10+ magazines, runs a leading internet website Gazeta.pl, radio stations and outdoor advertising business.
* Data source: Polish Readership Survey, MillwardBrown SMG/KRC, April 2007- March 2008, N = 46 691, SCR (Season Cycle Readership), prepared by Agora SA
**Source: Union of Press Distribution Control (ZKDP), April 2007- March 2008, sold copies, developed by Agora SA |
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Project description |
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This is a totally new form of advertising in Polish market. Available only from the Gazeta Wyborcza and the Gazeta.pl website combined offer. It is an innovative way of joining a traditional medium (paper) with a modern one (internet). |
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The basic idea of the project |
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A non-standard advertising in the form of a self-adhesive sticker (like a post-it note, also called a memostick) is placed on the front page of the Gazeta Wyborcza, near to the headline. In the same time its on-line version is placed on the main page of the Gazeta.pl website.
This dual media non-standard advertising offer gives Client's advertising message a high level of visibility and unique placement. It gets the campaign message through the 'paper' and 'on-line' (consistent message, enlarged audience).
It is possible to conduct the campaign locally (local edition of the Gazeta Wyborcza and local reach of the website). |
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Used media channels |
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