


	IFRA XMA Cross Media Awards 2008 projects





	Company: Mid-Day Multimedia Ltd
	Project name: Fosters presents MiD DAY Happy Hours at Work

	Topical category of the project

	C: Cross media communities for special interest groups (e.g. travel, young audience, gardening), that are a platform for new advertiser target groups

	General information about the publication

	From a family-owned, one-paper company, MiD DAY has grown into a full-fledged, multiple-media conglomerate listed on the Bombay Stock Exchange and the National Stock Exchange. It is one of the few Indian media groups to go public. MiD DAY enjoyes a special place in the hearts of Mumbaikars, since its inception 29 years ago. It has recently launched editions in Delhi, Bangalore & Pune as well. Besides being a strong Mumbai paper, MiD DAY has moulded itself to become the afternoon newspaper of choice for the young, urban, mobile, professional of India (YUMPI) during his / her typically busy day. It has a host of addictive and fun sections like What’s On, Hit List, Crosswords, Horoscope and Fun@ Work ensure the newspaper remains a welcome diversion for young professionals on the move or even a quick pick – me – up to perk up their day. Big Break, talks to the YUMPI about the latest in careers highlighting job opportunities to offering career advice. Hot Property published each Friday, helps the YUMPI plan his house hunting weekend with features on the best properties in and around town as well as information on interiors, exhibitions and more. Zing! is the latest addition to MiD DAY’s very successful efforts to connect with the YUMPI is his best guide to Style @ Work. This section features every Thursday along with the MiD DAY. Also the newly re-launched website www.mid-day.com intends to be a platform where readers can get a view of their world, find information that is relevant to them, be entertained, and also interact with other YUMPI’s as they surf. MiD DAY’s unique properties ‘Bollywood Lunch Contest’ and ‘Movie with the Stars’ are growing in popularity by the day. Through these contests, the winner gets a lunch date with a Bollywood star at their office or gets to watch a movie with the stars of the film at a city theatre. Thanks to the winner, the entire office also lunches with the stars or joins them at the cinema. Through these events, over the last few months, stars such as Rakhi Sawant, the Chak De Girls, John Abraham, Ajay Devgan, Ayesha Takia and Aamir Khan have joined office folk on an ordinary working day, making their day quite extraordinary. These contests are ongoing ones, and offer opportunities for much fun at work; After all, as MiD DAY believes – why must one wait for weekends to have fun, when you can instead make work fun!

	Project description

	MiD DAY India’s No. 1 Afternooner has been connecting and Engaging with the Young Urban Mobile Professionals across India (YUMPIs ) since the last 29 years. Since the last year MiD DAY had intensified its mission in engaging with YUMPIs through its positioning of Make Work Fun. The key goal of this event was to create the desired MiD DAY Brand Experience with corporates while driving sampling for a liquor partner, which otherwise would not have been possible .

	The basic idea of the project

	Corporate professionals today not only keep long hours at work, but also have to endure high stress levels at work. Thus they are constantly on the lookout for a much-needed break during work hours. Not only has MiD DAY always been the stress-reliever, but also a hugely welcome break for corporates in the middle of their stressful workday, thanks to its engaging content mix of local / latest news, Fun Guide and Bollywood listings among other offerings. Perhaps what was missing was the MiD DAY live brand experience of Making Work Fun for it’s target audience. Also a ground activation plan of Making Work Fun for corporates was needed, which would also create a high impact buzz for the brand. Fosters also happened to approach us to discuss ways and means of sampling Fosters beer inside offices. Since liquor brands find it very tough for brand communication and sampling as there are stringent laws on liquor communication. Moreover offices prohibit serving alochol on their premises, and thus creating the Fosters experience as an ongoing property was truly a challenge. We launched a contest wherein all the reader had to do was to just SMS Party to 53650. If lucky, the winner would win a party complete with Fosters beers, DJ-cum-karaoke, Goodies, starters, goody bags and other prizes for the entire office. This was promoted through print ads in MiD DAY and also on Radio One. MiD DAY took parties into corporate offices post work hours, thus living up to its brand philosophy of Making Work Fun. Fosters too achieved substantial sampling which otherwise would have been practically impossible. We target Young Urban Mobile Professionals Across India. In the Age group of 25-45 years. SEC A Yes, Fosters is the sponsor for this on-going event. We attract new customers as well as retain existing ones.

	Used media channels


	Newspaper		Event(s)

	Online		Radio

Other:

On ground event in offices

The implementation

This property was implemented in November '07
This is a Marketing Department initiative and exercise
The property is promoted through print, radio and online.

Image(s)

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Project results

The innovation killed 2 birds with one stone. It drove MiD DAY’s brand experience in offices of Make Work Fun and it also drove the Foster experience across corporates meeting their marketing needs.
Not only did this property enable sampling of Fosters Beer across offices which otherwise would have been impossible, but it also created the MiD DAY brand experience of Make Work Fun and connected with its Target Audience in an extremely engaging and fun way.
This is an ongoing property and is currently on in Mumbai and Delhi and will soon be launched in Bangalore and Pune. So far around 40 corporates have been covered across Mumbai and Delhi. Some of the offices covered are Onida, ICICI Prudential, Big FM, Mudra, Zapak, Grey Worldwide and Ogilvy amongst others.