


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Novosti Rigionov LLC
	Project name: MAKE YOUR DREAM COME TRUE WITH RODNOJ GOROD





	General information about the publication

	"Sloboda" – is a multimedia enterprise based on the principles of citizen journalism. One edition has two media platforms: newspaper and WEB 2.0 RodGor.ru. 70% of subjects in each issue is offered by the readers themselves. We don't depend on authorities, political parties, someone's business or other group interests. "Sloboda" is the most popular and most read newspaper in Tula. "Sloboda" tells about the current events in the region of spread, has a positive focus and a wide scope of subjects: cultural life, economy, business, consumption, sports and etc.. The newspaper also helps people to communicate and navigate in our modern world. Circulation - 88.880 Contact us +7 (4872) 35-14-51. Email info@sloboda.tula.ru . Postal address: 300026, prospect Lenina, 116, Tula, Russia.

	Entry description

	The target audience that we tried to involve was rather large: 16+, that’s why we invented an ambitious name that affected everyone’s interests – “Looking for the dream to fulfill!” In a long run, we all live to realize our dreams. What can be more important? The main point: short b-rolls about people’s dreams were placed on the portal RodGor.ru. Other users were supposed to estimate the dream (add points or take away them), to comment or add their own. Stages: 10 weeks. 4 weeks – gathering dreams, 4 weeks – voting and determining of the finalists, 2 weeks – determining of the winner, fulfillment of his dream and the story about it in the newspaper. Under the conditions of the project we fixed «soft» framework of the dream that we are able to realize: its realization should make happy not only one person but several ones for us to be useful. Financial limit for its fulfillment - 100 000 rubles (2500 euro is rather big sum for the majority of Russians).

	The basic idea of your cross-media local project

	Launching the project on a new market we planned to position our product as a newspaper that helps readers to find decisions of their problems, to attract new clients to the printed version of media (F, 30+) beside that to attract young audience (16+) to the web-portal RodGor.ru To involve those who do not read the newspaper we used promoters who captured on video our potential readers’ stories about their dreams, there were some b-rolls on TV about rules of the project and people’s dreams. To achieve younger audience a special community was created in the most popular social net “Schoolmates”. This community was made for people to share their dreams, discuss them, invite them into so-called competition of the dreams.

	Used media channels


	Newspaper		TV

	Merchandising		Event(s)

	Online		Web-TV / Video

The implementation

We started up the project on 2nd of September 2009 when “holiday dead season” ended and business activity increased. Our promoters appeared in the large supermarkets in front of the entrance: against the banners of the cover of “Sloboda” they offered customers to tell about their dream in exchange for the chance that the newspaper would fulfill it.
Video was posted on WEB in the section “Dream” and some b-rolls were shown on TV.
There was an intriguing layout in the newspaper telling that the newspaper will realize the reader’s dream.
On the portal a section called “Dream” was opened. There users had an opportunity to see video about somebody’s dreams (captured in the supermarkets and other public places) and post their own video or photo, estimate and comment other’s dreams.
Starting from the second week there was a certain page in the newspaper where we published our readers’ faces and their stories about the dreams on.
Starting from the third week we both published the dreams and fulfilled them! We did it with the help of our sponsors. For example ill boy was presented with the powerful computer to help him with his school studies; one of the citizens got the opportunity to set vinyl windows etc.
Simultaneously with the newspaper and the portal the project was actively promoted on social net “Schoolmates”: by the community «Rodnoi gorod»-“Sloboda” – it’s time to dream together» our potential readers learnt more about the newspaper, discussed actively their dreams and looked for the like-minded persons.
When the month passed, there were more than 1500 different dreams left on portal and in the newspaper. The voting on the portal started. Every user could not only increase the mark of the dream he liked but also decrease the mark of the one that did not seem attractive for him.
In the printed version of the newspaper finalists’ stories appeared. Some asked for the excursion to Saint-Petersburg for their class, others wanted money for realization of the scientific idea.
Finally, the web voting was finished and the only winner was determined. In one publication we gave his name in the next newspaper we published the story about the fulfillment of his dream.
One married couple from Volgograd dreamed about the possibility to get for in vitro fertilization procedure. And newspaper “Sloboda” fulfilled their dream. Now the woman is pregnant.
Project “Dream” lasted for 10 weeks.

Image(s)

fINAL.jpg (212 KB)

FinalWeb.JPG (174 KB)

SocialNEt.jpg (133 KB)

Start.jpg (205 KB)

Web-realization.JPG (141 KB)

WEBVIDEO.jpg (302 KB)

Links

www.myslo.ru

Results of the local project implementation

By this project we blew up the city. People saw their friends, fellows, neighbors on TV, in the newspaper, on the portal – all this enlivened their interest towards our brands “Sloboda”/RodGor.ru and let us to set the positioning clearly: “Sloboda” is a positive newspaper that helps” and “Sloboda” is a newspaper about you and your friends”. At one moment the information about the project began to spread according to the rules of viral marketing.
Meantime, web traffic grew on 20% per day Newspaper sales grew on 10%.
The community of our readers on the social net “Schoolmates” in only one city grew up to 545 users. And it gave an unpredictable result: people continued to join it even when the project finished! And by the social net suggested interesting subjects for the newspaper.