


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Guangzhou Daily Press Group
	Project name: South China Home Appliances Festival





	General information about the publication

	Guangzhou Daily Group is the first newspaper group officially authorized by Chinese government. As one of the most influential media in China, the Guangzhou Daily is among the top 10 Asia Media Brands, with its brand value among the top 3 in China for five consecutive years. Its advertising revenue has been the highest in China for 16 consecutive years. At present, the Guangzhou Daily has the largest readership of 4.59 million in South China. According to the list of World Daily Newspapers Circulations released by World Association of Newspapers, the Guangzhou Daily ranked the 20th and the 3rd in China. Meanwhile, the group’s website dayoo.com has become a leading portal website in South China, reaching 13.63 million people every month which is the largest in this region.

	Entry description

	In 2009, Chinese government has introduced the “home appliances trade-in” policy. Guangzhou Daily Group, on perceiving consumers’ needs for updated products, has co-organized the “South China Home Appliances Festival” with GOME Electrical Appliances which is China’s largest electrical appliance retailer. The event has facilitated communications between consumers and the company, offered favorable prices for consumers and improved sales performance of GOME group through reducing consumption cost.

	The basic idea of your cross-media local project

	Basic idea of this project: 1）Chinese government’s policy of boosting domestic demand has created consumers’ need for new home appliances. 2）Consumers want to know where to buy quality products with reasonable price. 3）Sales stores attempt to reduce trade cost and to look for business opportunities of major deals with consumers. 4）Besides boosting domestic consumption demand at the time of financial crisis, the project enables consumers to buy inexpensive quality products. In addition, it helps manufactures face the challenge of economic downturn, achieving mutual benefits and a win-win situation. Purpose of implement project: This project proposes the concept of original business and attempts to facilitate communications between home appliances stores and consumers, which enables consumers to express their preferences in home appliances. Consequently, stores would purchase products based on consumers’ need to help reach the deal. By implementing this project, Guangzhou Daily aims to locate among its readers those who need to buy home appliances. These readers would introduce more people to participate in the event.

	Used media channels


	Newspaper		Event(s)

	Mobile Services		Online

Other:

Metro outdoor advertising,terminal display,outdoor advertising on newsstands

The implementation

The project was implemented in the 2nd quarter of 2009, after the introduction of “home appliances trade-in” policy by the Chinese government.
The project was implemented by the Advertising Department Marketing Center, Guangzhou Daily.
Overall Strategy: To choose different media channels which prove to be influential to urban citizens, achieve cross-media communication and to reach target group.
Principles in choosing media channels:
1）Extensive Communication and Effective Advertising
2）Selecting consumers with high-level consumption capacity and publicizing pertinently
3）Connecting consumers with Gome Electronics for interaction, encouraging discussions and paying attention to consumer’s demand
Media Channels Used in the Project:
1）Newspaper: The most influential broadsheet in South China, the Guangzhou Daily is the main communication channel of the project, featuring authoritative, trustworthy and extensive follow-up reports to initiate the “South China Home Appliances Festival”.
2）Internet. A subsidiary website of Guangzhou Daily Group, dayoo.com is the leading portal website in South China, which has launched special web pages for the event and providing platform for application as well as online forum.
3）Mobile phones: wireless media, featuring portability and instant information reception. The mobile media of Guangzhou Daily Group sends updates about the preparation work of “South China Home Appliances Festival” to citizens by SMS and MMS.
4）Metro outdoor advertising:The fast and convenient subway is commuters’ choice of transportation in Guangzhou. Subway stations in downtown business districts and elite communities were selected by Guangzhou Daily to release information on billboards in those stations, targeting consumers with the highest consumption capacity.
5）Newsstands: Outdoor Media. Besides subway stations, newsstands were also used as advertising carriers, especially those located in business districts, office buildings and residential areas. Through this form of outdoor advertising, citizens are informed of the nearest Gome stores.
6）Advertising materials have been placed in Gome stores to draw consumers’ attention of “South China Home Appliances Festival”.
Guangzhou Daily Group has originated the business concept, initiated the promotion union and implemented the communication. Through integration of resources and using different media channel in specific periods, Guangzhou Daily Group informs readers about different phases of the event to achieve consistency across all channels.
1）Pre-event: Newspapers and websites serve as main publicity channels while subway stations and newsstands are used to announce the beginning of this event.
2）Initiation: Newspapers, dayoo.com, mobile applications, metro and display windows declare the initiation of the event, calling for participation.
3）Post-event: follow-up reports on the newspaper to increase attention and popularity

Image(s)

Publication logo.jpg (41 KB)

project promotion photos on the guangzhou daily .pdf (1372 KB)

project report photos on the Guangzhou daily.pdf (781 KB)

project special page on dayoo.com.jpg (169 KB)

project on-set inauguration.JPG (1479 KB)

Links

http://co.gzdaily.com/58899/58906/88801/201006/12/ ...

Results of the local project implementation

the project turned out to be a huge success.Deals are reached between consumers and franchise stores, achieving a win-win situation as consumers got their preferred products and stores have seen considerable increase in sales performance due to lower production cost.
1）During the “South China Home Appliances Festival”, the business turnover of Gome’s single store has reached RMB 2 million, three times higher than usual.
The event has brought in more than 250,000 people, which is the most successful event in years.
2）The project shows respects and concerns for consumer demand. Through organizing discussions and purchase among consumers with the same interests, the project has facilitated communications between citizens and companies to allow consumers to get the products they want and to benefit from the event.
Thanks to close interactions with readers in South China, the Guangzhou Daily recorded an average daily circulation of 1.88 million copies in 2009, 30,000 higher than 2008. The “South China Home Appliances Festival” became a heated topic due to effective cross-media communication. Active participation of citizens brought dramatic increase in page views of the website, dayoo.com. Meanwhile, other companies like Gome Group proposed to cooperate with Guangzhou Daily after witnessing the success of this event.