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IFRA XMA Cross Media Awards 2008 projects |
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Company: Prof-Media ZAO |
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Project name: "Mobile KP" (newspaper) |
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Topical category of the project |
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C: Cross media communities for special interest groups (e.g. travel, young audience, gardening), that are a platform for new advertiser target groups |
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General information about the publication |
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Let us present the innovative and unique project on attraction of a youth audience by means of a product "Mobile KP" |
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Project description |
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"Mobile KP" is free weekly Java-application (64K) for mobile phones with:
On-line version of newspaper
The directory of useful phones and addresses (hotels, airports, hospitals etc. for all Russian regions)
The schedule of cinema and theatres
Games, Actions with Prizes and Discount Programms
Horoscopes, Astroforecast
Kremlin Diet (like Atkins’s - calculator of calories, menu of the day etc.) |
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The basic idea of the project |
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The publishing house put following strategic problems before the project:
Increase in young audience of the newspaper (25-35)
To involve in a brand KP not readers of the newspaper
To simplify dialogue with young readers due to the modern, easy and fast channel of communications
To study social and demographic characteristics of KP’s audience by means of questioning
To raise recognition of a brand KP as modern newspaper
To strengthen loyalty of readers due to interactive games, discounts and prizes
To create a new advertising platform with personification of consumers |
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Used media channels |
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