Overview of this campaign
The objectives for the conceptualization of Friday Jam were as below:
1.) To create a platform that can engage with the B2C (readers) community in Delhi NCR and also be monetized by getting sponsors on board for additional revenue generation.
2.) To create engagement with the B2B (advertisers) in Delhi NCR, the largest market for Hindustan Times (HT) with a special focus on the micro market of New Gurgaon, which is a hub of advertisers and a high growth market.
Results for this campaign
The platform was highly successful and has become an annual property for HT. It led to the following impact for the newspaper.
1. Sponsorship revenues contributed to additional revenue stream for the company with an EBITDA of 46%.
2. High recall of the initiative amongst the B2B community since the venue chosen is a hub for corporates, so many major media agencies and clients nearby noticed the event.
3. High engagement with advertiser community with entries from major advertisers like Philips, Amex, Maruti Suzuki, Yum Brands, Max Bupa insurance, RBS, Flipkart etc.
4. Continuous engagement to a packed house at the shows every week led to advertiser delight
Please refer the links below for Pictures, Videos & Radio Spots: