


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Mid Day Infomedia Ltd
	Project name: MiD DAY Happy Hours @ Home





	General information about the publication

	MiD DAY is the flagship brand of MiD DAY Multimedia Ltd., a company listed on the stock exchange. India’s No.1 afternooner and the only one of its kind, MiD DAY has been the quintessential mid-work break the YUMPI* takes in the middle of the day. Over the last couple of years, the newspaper has been on a mission to up its engagement quotient with the YUMPI. Whether it is local news, career guidance, dream homes, a look at what’s on in the city or tips on style at work, MiD DAY’s sections have it all, alongside staple news and amusers like comics and crosswords, all presented in a YUMPI friendly way to include a colour coded navigation system, lots of visuals, and an entertaining tone in reporting. The company also has an established presence in the multimedia space, with its web version, www.mid-day.com with presently over 10 million page views per month as well as MiD DAY news feeds on cell phones which have over 2 lakh subscribers across the country. These initiatives ensure that the YUMPI has access to the MiD DAY experience at anytime during the day and at anyplace as well. This India’s No.1 Afternooner, is not as deep pocketed to compete and play the number game with the stalwarts of the industry. The need of the hour for the brand thus was to carve a niche for itself to sustain in the industry.

	Entry description

	The process of naming the project was fairly simple. Brand MiD DAY focuses on delivering fun breaks to Young Urban Mobile Professionals across India during their workday. We have a very well known and established brand property titled “MiD DAY Happy Hours @ Work” This property is sponsored by Fosters and it throws parties at offices with free flowing beer, starters and music on the house. On the occasion of the finals of the Indian Premier League Match held in Mumbai, we were throwing 123 house parties across Mumbai for Friends, Office Mates, and Family to sit together and enjoy the match. This property was also being sponsored by Foster’s thus the name extended to MiD DAY Happy Hours @ Home

	The basic idea of your cross-media local project

	The basic idea of the project was to launch an Innovative and Impactful property for the brand to connect and engage the target audience like never before. MiD DAY’s readers are the Young Urban Mobile Professionals across the country and the objective was to create a 360 degree activation program that delivered the desired MiD DAY Brand Experience to readers, clients and agencies and generate huge, high-impact buzz for brand MiD DAY

	Used media channels


	Newspaper		Event(s)

	Mobile Services		Radio

Other:

Direct & Trade Mailers + PR

The implementation

Indian Premier League – A T20 Cricket tournament involving International and Indian Players owned and managed by Celebrities and Honchos of India is the most popular cricketing tournament not just in India but across the world. Matches are hosted and played between cities of India everyday for a 60 day period. The buzz that the tournament generates is unmatched and un-heard of.
This year MiD DAY ran a contest for its Mumbai readers, clients and agencies to win an opportunity to host a fully sponsored party on the day of the finals of the T20 tournament at their homes for their friends, office mates and families. 100 house parties for 15-20 guests per party with free flowing beer, pizzas and goodie bags were up for grab.
The contest was launched and organised for a 15 day period during the IPL. Marketing Department was the driver of the project.
The contest was promoted through Print ads in MiD DAY, Radio spots on Radio One, Mailers to MiD DAY database of over 1 lakh subscribers, Mailers to trade, SMS shoot out to over 2.5 lakh users and also through 10 partner venues. The readers could SMS AOC to 53650 or could also visit our ground partners and enter the contest forms there to win the party. Very famous and well known On-ground partners were roped in Mumbai to promote the contest, the likes of TGIF, Mainland China, Vie Lounge, Sheesha Sky Lounge and others.

Image(s)

MiD DAY LOGO With make work fun take a mid day break withOUT mandate.jpg (93 KB)

Contest Print Ad.jpg (114 KB)

MD Coverage of the event on Page 1 of the newspaper.jpg (799 KB)

MD Coverage of the event on Page 2 & 3 of the newspaper.jpg (678 KB)

MD Coverage of the event on Back Page of the newspaper.jpg (350 KB)

Results of the local project implementation

MiD DAY Happy Hours @ Home received a record-breaking 18000 responses for the contest through all the promotion channels. 123 house parties with free flowing beer and pizzas for 15-20 guests per home were thrown across Mumbai city in ONE SINGLE EVENING – the day of IPL finals.
Parties were hosted from Colaba, Churchgate to Worli, Bandra, Andheri to Malad, Kandivali & Borivali, from Fort, VT to Chembur, Vashi, Mulund, Thane i.e. the entire span of Mumbai was covered. Bollywood celebrities like Afatb Shivdasani, Koyna Mitra, Sherlyn Chopra, Ruslaan Mumtaaz, Sahil Khan and others too participated in the contest and won.
MiD DAY Happy Hours @ Home parties was covered through a 4 page Impact Jacket on MiD DAY Mumbai edition showcasing the parties across Mumbai. This property created massive brand buzz and delivered the desired results for brand MiD DAY. it helped create unforgettable ‘fun’ memories for the entire MiD DAY target audience.
The sponsorship right for MiD DAY Happy Hours @ Home was sold to Foster’s generating great net revenues for MiD DAY. The sponsors were extremely satisfied with the buzz that the tournament generated for their brand and it also drove brand sampling at mass level for their brand.
123 House parties in one single evening is a record in-itself. Limca Book of Records – an Indian company that recognizes and maintains records is presently considering MiD DAY Happy Hours @ Home parties for the same.
Thus overall it was a successful combo of providing perfect opportunity for sponsors, creating the MiD DAY brand experience for target audience and driving revenues for MiD DAY in a hugely entertaining and fun format.