2015 Finalist

EDH Pack

Grupo Editorial Altamirano

San Salvador, El Salvador

Category Paid Content or Subscription Initiative

Media associated with this campaign

Overview of this campaign

Opportunity

EDH wanted to increase subscriptions by 4% within a very competitive market with little to no differentiation with its main competitor.

EDH and its main competitor had very similar offers:
An annual subscription for $90 which required a substantial out of pocket for readers.
A promotional strategy based on restaurant coupons or not charging for issues for a month or two; both very inefficient and very costly.

Solution

We improved our product line while creating a portfolio strategy:

  • EDH pack was introduced allowing us to be part of a median income household´s monthly expenses such as internet, cable television, etc.
  • This new product would be based on 2 main Benefits for readers:
  • Affordability
  • Cancel anytime subscription model.

The Product: A $7.50 monthly fee charged directly to reader’s credit card including all the benefits of an annual subscription: EDH daily edition, free monthly magazines and our Reader´s Club membership. All contract free.

Launch Plan: 360° campaign, advertising agencys and malls activations, 1 day off internal campaign.


Results for this campaign

Results

EDH Pack was very successful converting Readers, that used to buy a single copy twice or three times a week into permanent subscriptions.
Sales increase of +9.2% vs Previous Year outperforming our initial KPI by 5.2pp


Contact

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