Best Integrated Campaign www.firstpost.com
Firstpost.com a digital newsroom • Launched on May 9th 2011
• Presents news in a manner and pace in sync with today’s digital environment • Makes news ‘social’; professes the philosophy - participate
• Allows sharing of news and information through social platforms; blends seamlessly with other social platforms
Campaign Overview Print
Online
Participate
Outdoor
TV
Campaign Peg Participate • Multimedia campaign executed to launch the portal • Campaign aimed to establish Firstpost’s product philosophy of ‘participate’ • Each piece of communication across different media consistently reinforced the thought – ‘change happens when you participate’ • A mix of ‘bold headlines’ ‘inspiring historical events’ and ‘minimal yet impactful’ imagery gave the campaign the desired look • Special care taken to project firstpost as a product of today’s age – use of iPad background to carry the copy.
Web Banners
Campaign Strategy Online • In keeping with the brand promise the creatives had the following attributes – – – – –
Bold Relevant to current issues Provocative Simple yet classy imagery Call for ‘participation’
• Media Used – Banners and interstitials across in.com, moneycontrol.com, ibnlive.com, cricketnext.com, tech2.com – Banners served across wsj.com, bbc.com, huffingtonpost.com, reuters.com, nytimes.com among others – Banners served through premium ad networks – Emailers to databases of in.com, moneycontrol.com, ibnlive.com and trade portals on the day of the launch – Activated search based marketing through Google and Yahoo
Print Ads
Campaign Strategy Print • The creative route was kept constant as that of online • Simple creatives, which stood out and broke the clutter with the merit of it’s copy • Creatives ensured the topics spoken about was relevant to print consuming audiences • Firstpost.com was established as a ‘digital newsroom’ Publications Used• Forbes • OPEN • India Today • Tehelka • Outlook • Entrepreneur
Outdoor
Campaign Strategy Outdoor • Creatives used were in line with the strategy used for print and online media • Strategic locations and powerful, debatable topics were splashed all across, urging people to come forward and ‘participate’ • Sites used across three cities – Mumbai, Delhi, Bangalore • Premium LCD sites across Mumbai Airport
Television Commercial
Campaign Strategy Television • Primary strategy was to awaken the audience to the power of ‘participate’ • Powerful visuals used to illustrate how ‘change happened when people participated’ • Yet again, the commercial harped on the need to ‘participate’ • Firstpost.com was established as a platform of participation towards changing the world into a better place. • Firstpost.com was established as a digital news room which was not just about news but also about views Media Used- Leading television channels namely CNBC TV 18, CNBC Awaz, CNN IBN, IBN 7, IBN Lokmat, MTV, VH1, Colors