2018 Finalist

The Telegraph t3- Life Enhancement Programme

ABP Pvt. Ltd.

KOLKATA, India

Category Best New Paid Content Or Subscription Initiative

Media associated with this campaign

Overview of this campaign

Media fragmentation is disrupting print readership. Readers no longer look at a newspaper for news to empower them in their lives. Thus print brands needs to reinvent the role it plays in a reader’s life.

The chief campaign objective is to increase readership by redefining the role The Telegraph plays as a brand in their readers lives. Move from a mere newspaper providing news to a brand enhancing the life journey of its readers. It meant moving away from a mere transactional engagement (buying subscriptions) to a deeper relationship based one.

Hence, The Telegraph decided to facilitate this journey by working on one key pain point in its reader’s life. t3 helps readers cope up with their pain points through an omni channel approach. It is building relevance for the brand and not just the newspaper Telegraph.


Results for this campaign

An in-depth market research was conducted with our readers (5K sample size) to understand the key points in their lives. To begin with, t3 shortlisted the top 3 pain points – Health, Child Development & Lifestyle. The programme was build around these areas. 

t3 is an omni channel approach to engage readers. Through the use of various media: mobile application, digital, TV, radio, and ofcourse print we aim at holistic engagement to act as a facilitator in reader’s life. t3 is helping the reader cope with his/her pain-points better by providing them local content from experts through these media platforms.

This in turns develops an emotional quotient with our readers. They see us providing value added services beyond news to make their life better. The print subscription is in-built in the t3 membership.
 
From its launch (Dec 2017), t3 has been an average of 1000 enrollments per month, helping The Telegraph to improve its monthly circulation and have a long term impact on readership as well. It is improving the bottomline as well as it is paid membership.
 
We are working to move towards 2000 enrollments average per month.

Contact

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