


	IFRA XMA Cross Media Awards 2009





	Company: Mid-Day Multimedia Ltd
	Project name: MiD DAY Music Gyaani Contest





	General information about the publication

	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. Mid DAY has moulded itself to be the afternoon newspaper of choice for the YUMPI while the YUMPI is on the move going about their daily business. Since the last year MiD DAY had intensified its mission in engaging with YUMPIs through its positioning of Make Work Fun.

	Entry description

	The key goal of this event was to drive unique visitors to the mid day website.

	The basic idea of your cross-media design

	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 working 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. Mid-day.com has just been recently launched and the endeavor has been to make it popular with our loyal newspaper readers. We launched a contest wherein the participants had to log on and answer a simple question based on music. There was a different question everyday for a period of 1 month. This contest was promoted through Print as well. We also promoted this contest at several colleges in each of the cities, i.e. Mumbai, Delhi, Bangalore & Pune. Standees were placed in colleges and bookmarks were handed out for the promotion of the same. 5 winners were to be selected everyday. The winners won music Cds everyday for a period of one month.

	Used media channels


	Newspaper		Online

The implementation

This property was implemented in August 08. A marketing dept. initiative.
The property is promoted through print, online & on ground promotion within colleges.

Image(s)

Print ad 1.jpg (314 KB)

Print ad 2.jpg (339 KB)

Print ad 3.jpg (354 KB)

Book Mark_1 Front.jpg (66 KB)

Book Mark_1 Back.jpg (69 KB)

Book Mark_2 Front.jpg (70 KB)

Book Mark_2 Back.jpg (63 KB)

Book Mark_3 Front.jpg (79 KB)

Links

www.mid-day.com

Results of the design & branding implementation

We got a whopping 21800 plus unique entries in one month. The objective of driving traffic to the website was achieved.