Game Theory to Generate Ad Revenues
Media associated with this campaign
Overview of this campaign
Nobody waits for festivals like the newspaper industry.
Advertising spends are at their peak during the Diwali festive time in India. The October month accounts for 15% of the Annual Ad Spends of Newspapers in Dainik Jagran’s competitive set. Naturally, it’s the time of the year when newspapers get into an aggressive ad sales mode.
IT’S RAINING DISCOUNTS
The category during this period is commoditized by many newspapers offering huge discounts.
HOW DOES A LEADER GET INTO THIS ?
Dainik Jagran, India’s leading newspaper also needed to grab the opportunity to scale-up its ad space bookings, but without hampering its imagery of a leader. Which means we couldn’t blindly get into the discount war.
The objectives were
1. To increase our revenues during the festive period
2. To increase our market share during the festive period
The Big Idea
LURING THE LEFT-BRAINED TO PLAY A GAME OF CHANCE
Media Buyers are practical and left-brained – as is anyone who deals with numbers. But they have a weak spot – games of chance. Because they are so good mathematically, there is an inherent belief that they can beat the odds in any game of chance.
And through a happy coincidence, this is also the time of the year when games of chance are high on everyone’s consciousness. It is rooted in the cultural belief that during Diwali, it is almost auspicious to gamble as it signifies that you are leaving the doors open for Lakshmi (the goddess of wealth) to come in. Gambling then has a widespread social sanction.
= BIG IDEA GAMIFICATION OF DEALS!
We did something that no one had ever heard or seen before. Instead of a regular festival discount plan we created a unique game. A game of chance that challenged the left-brained media buyer.
A game… that would tickle their right brains.
A game… that would challenge their expertise with numbers.
A game… that had tremendous amount of thrill involved.
This was Casino Grande
Results for this campaign
WE CREATED A GAME CALLED “CASINO GRANDE” TO SELL ADVERTISING PACKAGES.
NO NEGOTIATIONS: Instead, Media Buyers played a game to get a deal. The game had 3 levels – Casino Entry, Casino Central, and Casino Exit. Each level had multiple ad packages – prices based on learnings from media plans of 28000 advertisers.
GAME ALGORITHM PUSHES YOU AHEAD: Playing onthe ‘Gambler’s Instinct’, the game’s algorithm was programmed to nudge buyers to go higher than their planned spend - Shifting them to higher frequency and larger ad sizes – resulting in higher revenues.
CHANGE THE STAKES: The game was played through slot machines and roulette wheels. It allowed buyers to change the stakes by paying a fee, and stand a chance to get a better deal.
CREATING MYSTERY AROUND THE GAME: Communication invited buyers to Casino Grande, without divulging deal details. To unravel the mystery, and know the deal, the Media Buyer had to sit with our sales representatives and play the game. This gave us uninterrupted time with the busy buyer.
- 61 deals signed through the game
- Revenues grew by 9% over last year
- Consolidated our market share further from 38.5% in 2017 to 38.7% in 2018 during the peak festive period. This was twice the market share of the No.2 newspaper.
- Amongst advertisers who participated in Casino Grande
- Dainik Jagran had a majority Market Share of 45%.
- Volume growth of 19% over last year
- We added 13 new advertisers in Casino Grande 2018. Our Market Share amongst them is a whopping 69%.
- In a crowded market, Dainik Jagran sales representatives got dedicated time with buyers, and steered Media Buying discussions from “haggling” for discounts to “earning” discounts by playing a game.
- It was a clutter breaking scheme:
- Advertising revenues for the Casino scheme grew by 9%
- Market Share Increased and consolidated further
- Loyal advertisers grew their volume by 19%
Positioned Dainik Jagran as an innovative brand