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Panpa Bulletin : November December 2006
20 | PANPA BULLETIN November--December 2006 PANPA Norske Skog Newspaper Marketing Awards Category D3 Display Advertising Title: South China Morning Post Name: Figures STATEMENT OF PURPOSE What: Three advertisements in the trade press coupled with three direct mail pieces sent to our display advertisers to highlight key nu- merical facts about our brand and readership in a humorous and memorable way. Why: As clients and agencies plan their media strategy for the coming year media owners bombarded them with facts and figures in an effort to get onto their schedules. As the lead- ing paper in the market SCMP had remained somewhat aloof from this mad scramble, seemingly preferring to rest on its laurels. The arrival of a new Advertising Director in March 2005 changed all that. A more proactive sales strategy was quickly put in place and it needed promoting along with our impressive figures. We wanted to shift clients' perceptions and demonstrate that SCMP could be a creative and dynamic partner. Who: Our target audience was advertising decision makers on the client side, plus senior planners and buyers at the major agencies. All of them time and attention poor. Most with a healthy disregard for media owner's figures. How: We ran full page colour advertise- ments with MEDIA magazine in October 21, November 4 and November 18 issues. A few days after publication we hand-delivered a corresponding DM piece to our targets. Results: Shortly after we'd delivered the last DM piece we conducted an email survey of recipients to gauge reactions. Recall rates were over 90 pc. Two thirds of respondents agreed they liked this presentation of research data. 95% cited the humour and eye-catching qualities of the DMs. 69pc of respondents felt that this campaign had revitalized the image of SCMP. Anecdotally we received numerous calls from clients asking for extra DMs. There was heated debate about the taste and texture of the gingerbread man, and what should - or shouldn't - be done with the inflatable. MARKETING Such was the popularity of last year's i-bot promotion that ANPL sales rose by 15,000 a day, most of which went to schools. Retention rates over the campaign's 14 day period rose higher than with any such premium ever tried, with an extra 18,000 to 20,000 papers selling each day -- around 10 pc up on standard circulation base. The i-bot proved a surprise in the breadth of its appeal, with the expected high repre- sentation among under-18 boys matched by the over-55s. Marketing manager David Kuchel put it down to the toy's giving grandparents something to share with their grandchildren. Last year's campaign won first place at the International Newspaper Marketing Awards in the category of Promoting Youth readership. This year's model is bigger, faster and more gizmo-packed than its predecessor. It can be programmed to respond to 25 com- mands and even go into battle with its peers. Starting October 29, readers collected component tokens inserted in the papers over 21 days; using these, they bought pieces from BP and On the Run outlets for $2 each, assembling them into a fully opera- tional intelligent robot. The multifaceted launch campaign included press advertising and edito- rial, TVCs, internet banner ads, POS advertising and direct marketing. Advertiser & Sunday Mail reprise popular DIY robot promotion A year after their popular DIY robot promotion, Adelaide s Advertiser and Sunday Mail have launched a similar campaign with the next generation of intelligent robotics (i-bot), the Ai2. Ai2: this year s model up on its predecessor for size, power and brains PANPA Norske Skog Newspaper Marketing Awards The campaign raised sales by 18,000 to 20,000 papers a day --around10pcupon standard circulation base.." Blow up these in atable gures... ... as you wolf down your gingerbread gure.