


	IFRA XMA Cross Media Awards 2009





	Company: Prof-Media ZAO
	Project name: Mobile Traffic Rules





	General information about the publication

	The mobile version of traffic rules is innovative Java-application (64K) for mobile phones. It contains useful information on obtaining a driver’s license, driver’s license laws, traffic safety issues and general information regarding Russian traffic laws and ordinances. It helps newspaper readers to be good qualified and informed drivers.

	Entry description

	Mobile Traffic Rules is the new cross-design mobile platform for audience of drivers. It consists from: - Current version of The rules of the road - The directory of useful phones and addresses (police, parking, hotels, airports, hospitals etc.) - The schedule of Penalties for infringement of rules

	The basic idea of your cross-media design

	The basic idea and purposes: - To strengthen loyalty of readers due to useful content for drivers; - To increase in young audience of the newspaper (25-35); - To involve in a brand KP not readers of the newspaper; - 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 create a new advertising platform with personification of consumers; - To get income – price for The Traffic Rules is $2,5 per issue

	Used media channels


	Newspaper		Merchandising

	Event(s)		Mobile Services

	Online		Online Radio / Podcasting

	Web-TV / Video		Radio

The implementation

The driver of setting up the cross-media design was Internet-projects Dept. All media-channels of PH "Komsomolskaya Pravda" have been involved in this project: daily newspaper KP, radio KP 97,2 FM, online radio KP, web-TV and outdoors (we placed posters in interiors of police and schools for drivers). All the channels helped us to reach the purpose due to media-mix and effective cross-media design.

Image(s)

KP_logo.jpg (47 KB)

KP_0209_27.pdf (336 KB)

kp-avto_ru.jpg (593 KB)

Poster for drivers.jpg (207 KB)

Screenshot mobile.png (20 KB)

Publication Logo.JPG (86 KB)

01_04.pdf (1071 KB)

Mobile Traffic Rules_IFRA Cross Design.pdf (3760 KB)

Links

www.kp.ru
www.kp-avto.ru

Results of the design & branding implementation

The project is very successful and profitable till now:
- We attracted new customer segments – drivers and strengthed loyalty of readers due to useful content for drivers;
- Growth of the sold circulation of the newspaper with section about cars for 4 %;
- Growth of an audience of an automobile site kp-avto.ru for 65 %
- Growth of the additional income (from the sale of Mobile Traffic Rules via premium rate sms-services) – about $25.000