2020 Finalist

Winning Gen Z - HT School Edition Relaunch

HT Media Ltd.

New Delhi, India

Category Best Idea to Acquire or Retain Advertising Customers

Media associated with this campaign

Overview of this campaign

To create a better connect with Gen Z students and the teaching fraternity by fine tuning the existing product for schools by making it easy to handle and read. The new product should be perceived by Gen Z students as Colorful, Crisp and Cool looking than the main edition and their parents of should perceive this as a product which would inculcate a reading habit in children

Therefore the product would be vibrant and a better quality paper, covering relevant youth content along with concise, crisp articles which would be self-explanatory and have eye catchy info graphics. The trending issues and social issues covered in this new edition will aid students for their assignments as well. Additionally, student generated content in newspaper would drive connect further.

To drive further engagement with the students, there would be an increase in digital and social presence along with scaling up of events for the same, which would then we embedded with school curriculum.

As a result, HT PACE will become a one stop knowledge destination further driven by initiatives like student internships, events and career counseling fairs.


Results for this campaign

  • Liked by more than 84% students surveyed
  • More than 62% students surveyed would increase reading time for HT School edition, with the number being even higher from students in lower grade

Contact

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