INMA Awards 2014Rewarding the best sales and marketing ideas among news media brand.

BEST IDEA TO ENCOURAGE PRINT READERSHIP OR ENGAGEMENT

DAINIK BHASKAR GROUP | INDIA

Name of the Project- DB MONEY PLANT

Category of the entry- BEST IDEA TO ENCOURAGE PRINT READERSIP OR ENGAGEMENT.

Sponsoring Newspaper- Dainik Bhaskar, Divya Bhaskar and Divya Marathi (Hindi, Gujarati

and Marathi language dailies of Dainik Bhaskar Group).

Address of the Newspaper- Dainik Bhaskar Office, 6 Dwarka Sadan, Press Complex, MP

Nagar, Zone 1, Bhopal- 462011, Madhya Pradesh, India.

Project details at a glance

Circulation and frequency of the newspaper-

Dainik Bhaskar Circulation- 3,545,000 Frequency- Daily

Divya Bhaskar Circulation- 960,000 Frequency- Daily

Divya Marathi Circulation- 405,000 Frequency- Daily

Target Group

Males and Females from all age groups

1. “Money doesn‟t grow on trees”, a renowned proverb lost its identity when Dainik Bhaskar

Group engaged millions of its readers in an unique reader engagement initiative to make

their fortunes.

2. In Indian culture, it is believed that „Money Plant‟ brings good fortune, therefore a

nomenclature cannot be better than „Money Plant‟ itself.

3. It is called „Money Plant‟ because of their „coin-shaped‟, translucent and slivery seed

pods which represents silver coins.

Concept-

1. Encourage print readership & support/strengthen the circulation in key markets.

2. To offer a smart and innovative substitute to age old idiot proof reader engagement

activity like „Cut and Paste‟ targeted to Indian masses with a smart engagement.

3. Create brand traction with the unique probability led mathematical concept and

creativity.

4. To engage not only females, but also the male members of the household. Touch base all

age groups.

Objective-

What makes the activity so UNIQUE?

1. DB Money Plant is one of it‟s kind reader engagement activity based on the

mathematical probability of permutations and combinations.

2. The significant trick of the activity was „Repetition of leaves was allowed and the order

of leaf arrangement was not fixed‟

3. Use of golden, silver and diamond leaf was to stimulate the attraction towards precious

metal and boost the activity participation as the winners were awarded with

equivalent prizes.

4. Leaves were strategically placed in centre of the news report or articles, so that this

activity could help in boosting the readership during the activity period.

Permutation

n!/(n-r)!Combination

(n+r-1)!/r!(n-1)!

1. It was carried out in towns and urban-agglomerate of the following 8 states-

a) Madhya Pradesh | Chhattisgarh | Rajasthan | Punjab | Haryana | Jharkhand | Maharashtra

| Delhi

b) For Maharashtra state, the communication was in regional language (Marathi), otherwise in

the national language, Hindi.

2. Activity was carried out in cycles/rounds-

a) Each cycle was of 15-20 days, therefore it was carried out 2 times in one-and-a-half months.

b) Activity leaves were printed for 8 consecutive days and then remaining 7 days were utilized for

submissions collection, data punching and winner deceleration.

3. Various drop-box counters were also set-up across the activity markets to collect

the physical copies of the entries.

Activity Details-

Activity Drop Box

ATL & BTL promotions began from 5th July 2013 onwards and

the first game cycle began from 10th July 2013 onwards.

1. Three different types of leaves, similar to money plant leaves; Gold, Silver and

Diamond leaves were published across Dainik Bhaskar and Divya Marathi

newspapers during the activity cycle-

a) „Gold‟ (G) leaves with thick golden border, „Silver‟ (S) leaves with thick silver border and

„Diamond‟ (D) leaf without border.

2. Participants/readers have to cut these leaves from the newspaper and paste it in

a format that was given at the beginning of the activity.

3. The activity format was a literal 3 branch money plant (without leaves) with 10

buds* on each branch, i.e. total 30 buds.

4. Readers have to cut the Gold, Silver and Diamond leaves from the newspaper

and paste it on the buds and branches of their choice and complete the format.

Modus Operandi-

*Buds

5. A total of 40 leaves were published/printed during each activity cycle.

6. Participants have to complete the format and drop it at their nearest Dainik

Bhaskar or Divya Marathi‟s Drop Box centre.

7. No. of leaves published during each and every activity cycle-

a) Gold leaves- 14 | Silver Leaves- 13 | Green Leaves- 13

Modus Operandi- Continued

For convenience purposes, kindly consider this activity as a type of „Housie or Tambola‟, 1st branch as

first row, 2nd branch as 2nd row, 3rd branch as 3rd row and all the three branches together as full house.

Gold Leaf

(Nos. 14)

Silver Leaf

(Nos. 13)

Diamond Leaf

(Nos. 13)

Leaves Placement

Leaves were strategically placed in

centre of the news report or articles.

Dummy Copy

Diamond Leaf

Diamond Leaf

Golden Leaf

Actual Snap-shots of the

leaves published in our

publications

Actual Copy

10th July 2013.

13th July 2013.

13th July 2013.

Leaves Placement

Activity Format

Activity Format

Branch 1

Branch 2

Branch 3

30 Empty Leaf Spots

Personal Details

Summary Chart

Format Ad | 10th July 2013

Actual Snap-shot of the format ad

published in our publications on 10th

July 2013.

Winner Identification

1. Winners will be identified basis no. of gold, silver and diamond leaves cut and

pasted on each and every branch.

a) E.g.- Branch 1- Gold (1) + Silver (3) + Diamond (6) = Total 10 Leaves

b) E.g.- Branch 2- Gold (3) + Silver (5) + Diamond (2) = Total 10 Leaves

c) E.g.- Branch 3- Gold (5) + Silver (2) + Diamond (3) = Total 10 Leaves

2. If the participant‟s leaf count on every branch or any one branch matches with

ours, participant stands to win prizes.

1. Participants can paste any leaf on any bud or branch.

2. Participants have to complete all the three branches simultaneously, they DO NOT

have to proceed branch by branch, i.e. first complete branch no. 1 and then

proceed to branch no. 2.

3. Not more than 1 entry/format from an individual or household were entertained.

Terms and Conditions-

Activity Float

OOH- On-Ground Activation- Float

Promotional

Floater

Two different types of promotional vans were

forayed in select cities to create a buzz

about the activity.

Promotional van was donned with artificial

money tree to highlight the idea that in „DB

Money Plant‟ money grows on trees.

The second van was used to engage the

passers-by in a small version of DB Money

Plant.

Leaflet inserts

Leaflets were distributed as inserts via competition newspapers.

Hand-outs

What could be a better way to entice

the masses then distributing the highest

denomination imitation currency notes

with activity details on the back side,

among the people in high-footfall

places like shopping malls.

Creative Approach

Teaser Ads

Body Copy- A golden opportunity to winprizes worth millions.

Body Copy- A money plant, that canchange your fortune.

Body Copy- Here, money grows on plants

Visual- The prizes winners will receive

Title- A game of golden and silver leavesthat can change your fortune.

Revealer Ad 1

Revealer Ad 2

Visual- The prizes winners will receive

Title- A game of golden and silver leavesthat can change your fortune.

Body Copy- Activity terms and conditionsexplained in details with timeline to

submit your entries.

Result Ad 1

The lucky winner, Mrs. Aarti Jha from Jharkhand state was awarded with Chevrolet SAIL

Result Ad 2

Names and other details of consolation prize winners

States Forms Submission Current Circulation % Submission

Madhya Pradesh 173,273 916,897 19%

Chhattisgarh 39,713 298,564 13%

Rajasthan 67,980 567,076 12%

Punjab 26,679 247,499 11%

Haryana 37,561 307,019 12%

Jharkhand 62,682 243,563 26%

Delhi 1,223 19,070 06%

Maharashtra 43,902 367,518 12%

Grand Total 453,013 2,967,206 15%

Results

1. DB Money Plant was carried out in Towns and Urban Agglomerations of the above

given 8 states.

Total forms submitted were approximately „Half a Million‟, i.e.

in cases of mass level activities.

15% of our overall circulation in select markets and regions of the country

participated in this activity, significantly higher than national average of 8%

Quick Facts

Post activity survey indicates that „DB Money Plant‟ has been rated as the

“Most Engaging Activity”

of the month as compared to various other activities done by the competition.

Quick Facts

453,013

975

2,967,206

01

Circulation in activity areas

No. of Participants

Entries with correct answer

Lucky Winner

The Result Pyramid

The remaining 974 correct answers were awarded with significant prizes. Winner was selected on draw of lots/random basis.

Thank You