Making an offer that cannot be refused
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 October festive season in India. October accounts for 15% of the Annual Ad Spends of Newspapers in Dainik Jagran’s competitive set.
Intense competition amongst newspapers resulted in schemes and offers of all kinds – making it a buyer’s market. Every newspaper vied for the attention of busy media buyers. Media buying deals took painstakingly long to conclude with several rounds of negotiations.
We had to find a way through this chaotic environment.
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 market share during the festive period
2. To ensure that Dainik Jagran is positioned as an innovative brand
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!
Instead of a regular festival discount plan we created a unique game that challenged the left-brained media buyer.
A game… that appealed to their right brains.
A game… that challenged their expertise with numbers.
A game… that had thrill
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 packaged 9 deals which advertisers could play and upgrade. Each of these 9 deals had multiple upgrade possibilities – the deal prices based on learnings from media plans of over 20,000 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.
ENTER THE CASINO: The game was played through slot machines and roulette wheels. It allowed buyers to play an in almost real Casino environment, up the stakes, 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.
- 45 deals signed through the game
- Consolidated our market share further from 34.3% in 2017 to 37.2% within our core competitive set during comparable period in 2019. This was almost twice the market share of the No.2 newspaper.
- Amongst advertisers who participated in Casino Grande
- Dainik Jagran had a majority Market Share of 45.9%.
- We added 8 new advertisers in Casino Grande 2018. Our Market Share amongst them is a whopping 63%.
- 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 that helped us increase market share, and also positioned Dainik Jagran as an innovative brand