Sunday Mid-Day Campaign
Media associated with this campaign
Overview of this campaign
The Sunday Mid-Day is the quintessential Sunday tabloid of the Mumbai-ites. Sunday is the day of the week that one wants to spend it in a manner of his choosing and pace. To cater to this strong, latent need, the paper has a host of curated content that offers multiple options of engagement to the readers. Going for any hobby classes, visiting places of interest in and around the city or to enjoy their favourite treats. If nothing, they can cuddle up on the couch with the paper and catch up on the editorials. So it has something for everyone.
Recently the paper was revamped into a new avatar and now has a new content mix of 70% feature articles and 30% news.
The task at hand was to reignite the interest of the lapsers as well as new readers and inform them how a Sunday Mid-Day can fulfill their Sunday aspirations. Captured by the lucid expression 'Hey Mumbai, we have a Sunday for you'. To avoid showing the Mumbai clichés of the hustle-bustle of local trains, Crawford market, railway platforms, slums, etc. the campaign instead showcased the different archetypes of the Mumbai reader. Hence, the newspaper's promise to the foodie — We have a treat for you; to the music lover — We have a gig for you; to the city — We have a Sunday for you. The thrust was on leisure reading and hand-picked feature articles on pop- and sub-culture, to food and drink, health, heritage, fashion, technology, etc.
The 360 degree campaign started with a teaser phase to highlight the Mumbaikars’ anticipation for a special Sunday with #IwillwaitforSunday. Followed by the launch that announced to the city, 'Hey Mumbai, we have a Sunday for you' with a brand video anthem. Composed in a laid-back country genre by the renowned Rupert Fernandes. The video managed over 3 lakh views in just 4 days and got over 5.5 million impressions just online.
Results for this campaign
The response to the campaign was nothing less than overwhelming, gathering a total exposure of 30.9 mn views across all mediums. Digitally it became viral, garnering over 1 mn views, more than half of the people who watched the film interacted with it, either in the form of sharing it or commenting on it. This gave us over 5.5 million impressions online. The campaign effectively reached over 0.689 mn people just online. In cinemas, the numbers ran as high as 0.65 mn. Film’s on ground screening was attended by a crowd of thirty six thousand people. The campaign was picked up by almost every media publisher out there right from Brand Equity to AFAQs, Best media info, Adgully, Marketing Communication News, Campaign Brief Asia, Media News4U and many more garnering a total PR AVE exposure of 2.2mn+. The campaign not only helped us evangelize the medium by striking the right chord with our readers but also reinforced the true spirit of Mumbai on Sundays.