Tyt 2012- WAN IFRA

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  • 1. ASIA-PACIFIC YOUNG READER SUMMIT 2012TOTAL YOUTH THINK ASIA PACIFIC YOUNG READER SUMMIT 2012Presentation By Sheetal Arora BDM, i next, Jagran Prakashan Ltd., India.

2. ASIA-PACIFIC YOUNG READER SUMMIT 2012Reach12 Cities4 States1 Language We cover 9 out of all 26 tier II cities of India.Dehradun Meerut Bareilly Lucknow Gorakhpur Agra Patna Kanpur Varanasi Allahabad Ranchi Jamshedpur 3. What is i nextCOMPACT IN SIZEURBANEFUN Bilingual FormalSeriousCity centricLifestyleLiving in metros Living in mini metrosASPIRINGYoung at heartTHE POSITIONINGAll Adults (Above 18)Non conformistPoliticalTHE TARGETTHE PRODUCTASIA-PACIFIC YOUNG READER SUMMIT 2012Rebellion Non conformistJOIE DEFor everybodyUrbaneUpdated and aspire in lifeVIVRE 4. What is i nextCOMPACT IN SIZEURBANEFUN Bilingual FormalSeriousCity centricLifestyleLiving in metros Living in mini metrosASPIRINGYoung at heartTHE POSITIONINGAll Adults (Above 18)Non conformistPoliticalTHE TARGETTHE PRODUCTASIA-PACIFIC YOUNG READER SUMMIT 2012Rebellion Non conformistJOIE DEFor everybodyUrbaneUpdated and aspire in lifeVIVRE 5. What is i nextCOMPACT IN SIZEURBANEFUN Bilingual FormalSeriousCity centricLifestyleLiving in metros Living in mini metrosASPIRINGYoung at heartTHE POSITIONINGAll Adults (Above 18)Non conformistPoliticalTHE TARGETTHE PRODUCTASIA-PACIFIC YOUNG READER SUMMIT 2012Rebellion Non conformistJOIE DEFor everybodyUrbaneUpdated and aspire in lifeVIVRE 6. What is i nextCOMPACT IN SIZEURBANEFUN Bilingual FormalSeriousCity centricLifestyleLiving in metros Living in mini metrosASPIRINGYoung at heartTHE POSITIONINGAll Adults (Above 18)Non conformistPoliticalTHE TARGETTHE PRODUCTASIA-PACIFIC YOUNG READER SUMMIT 2012Rebellion Non conformistJOIE DEFor everybodyUrbaneUpdated and aspire in lifeVIVRE 7. ASIA-PACIFIC YOUNG READER SUMMIT 2012Focused & Targeted68% youthful readership (16-39 yrs)*All data from IRS 2011 Q4 (TR)29% women readers 8. ASIA-PACIFIC YOUNG READER SUMMIT 2012YOUTHFUL NEWSPAPER PURPOSE OF BEING We are what our readers are. We stand for their aspiration, dreams and desire. We lead them and also follow them. We devised a model for the alignment for the attitude and beliefs of our brand, we call it TYT. 9. ASIA-PACIFIC YOUNG READER SUMMIT 2012Total Youth Think! 10. ASIA-PACIFIC YOUNG READER SUMMIT 2012TYT EXTERNAL Readers Advertisers World at large 11. ASIA-PACIFIC YOUNG READER SUMMIT 2012ABOUT THE READERS ! 12. ASIA-PACIFIC YOUNG READER SUMMIT 2012SOME FACTS ABOUT READERS They dont notice the technology around them. They have more tools to help them through adolescence. Kids are the new opinion leaders of technology in the family. Media has become social currency - if it isnt worth sharing on, is it worth anything at all? Parents are pro-technology for safety and success reasons but are being circumvented Kids can access everything (music, friends, info, entertainment).SOURCE: MTV Circuits of Cool (8 Country Qualitative) 13. ASIA-PACIFIC YOUNG READER SUMMIT 2012COMMONALITYFour characteristics of young readers across globe UNPREDICTABLEEVASIVENON CONFIRMISTCOOL 14. ASIA-PACIFIC YOUNG READER SUMMIT 2012TYT and our readers: Youth-o-Sphere 15. ASIA-PACIFIC YOUNG READER SUMMIT 2012YoungInformation HungryResponsibleEnergeticFun Non-conformism Freedom EnergyFun LovingInteractive 16. ASIA-PACIFIC YOUNG READER SUMMIT 2012TYT AND SHAPING THE IDENITITY i next follows the youth-o-sphere to shape its brand identity and content strategy. Shaping the everyday product keeping the youth in the center of all things. i next talks to them as a friend not a preacher. 17. TYT AND PRODUCT 18. ASIA-PACIFIC YOUNG READER SUMMIT 2012LanguageFormatContent PrioritizationFun Non-conformism Freedom EnergyVisual OpulenceSectionsInteracting, Sharing, Reacting 19. ASIA-PACIFIC YOUNG READER SUMMIT 2012LANGUAGE We speak their language We are Bilingual 20. ASIA-PACIFIC YOUNG READER SUMMIT 2012 Compact in size Easy read with bullets Can be browsed as well as devouredFORMAT 21. ASIA-PACIFIC YOUNG READER SUMMIT 2012VISUAL OPULENCE 22. ASIA-PACIFIC YOUNG READER SUMMIT 2012INTERACTIVECALLING PAGE Which talk about views, ideas, polls, comments, recipes, etc. 23. ASIA-PACIFIC YOUNG READER SUMMIT 2012 SECTIONS AND CONTENT PRIORITIZATIONFeature Sports City Edit Business Career International 24. ASIA-PACIFIC YOUNG READER SUMMIT 2012TYT AND ACTIVATIONS 25. SportsOnlineFun Non-conformism Freedom EnergyEntertainmentHealthSociety Social responsibility Civic SenseEducation & CareerInteracting Sharing Reacting 26. ASIA-PACIFIC YOUNG READER SUMMIT 2012TYT AND OTHER INITITATIVES Iktara Campaign Heavy School Bag Campaign 27. ASIA-PACIFIC YOUNG READER SUMMIT 2012tition Singing Compe olk A Sensational F 28. ASIA-PACIFIC YOUNG READER SUMMIT 2012WHAT DID WE DO & WHY? We were about to launch our websiteand wanted to further engage the readers, who already were in love with the newspaper. 29. ASIA-PACIFIC YOUNG READER SUMMIT 2012WE PONDERED OVER A FEW QUESTIONS 1. 2. 3.Why do we need to launch a website? Who would we target? How will we make sure that the target audience follows the brand extension of the newspaper? 30. ASIA-PACIFIC YOUNG READER SUMMIT 2012WHY DOES A YOUTH NEWSPAPER NEED A WEBSITE? 70% of those who access internet from their mobiles are in the age group of 1835 yrs72% of internet usage driven by youthSource: Pitch Madison Advertising Outlook 2011In 2010, ad revenues in internet touched 6.8 Billion INRDigital is the fastest growing media in the country 31. ASIA-PACIFIC YOUNG READER SUMMIT 2012THE CHALLENGE? To engage the ever changing youth to the new website. With an explosion of content availability online, it was imperative to: have a clutter-breaking launch communication address specific need gaps in the content domain be engaging and relevantmantra: ENGAGE them OR PERISH ! 32. ONE CAN ONLY GUESS WHATYOUTH WANT ??UNTIL YOU FIND THAT ONECOMMON FACTOR 33. ASIA-PACIFIC YOUNG READER SUMMIT 2012THE IDEA One such factor happens to be MUSIC. Folk music could bring the masses together in the region, this would appeal to the youth. This was combined with the idea of UGC (User Generated Content) and given a shape of an 100% online contest. 34. ASIA-PACIFIC YOUNG READER SUMMIT 2012PRINT ADVERTISINGJacket Ad In i nextDisruptive Ad in Dainik Jagran 35. ASIA-PACIFIC YOUNG READER SUMMIT 2012CELEBRITY ENDORSEMENT One of the most popular Bollywood star commented about Iktara as in his recent movie a folk song became heartthrob of the youth of nation. Celebrity was also endorsed for this activity. 36. ASIA-PACIFIC YOUNG READER SUMMIT 2012CONTENT BASED PROMOTION 37. ASIA-PACIFIC YOUNG READER SUMMIT 2012ONLINE PROMOTION Was done across major youth centric websites related to gaming, music , bollywood. Promotion was also done on popular websites such as yahoo & sify having major traffic. 38. ASIA-PACIFIC YOUNG READER SUMMIT 2012Promotion in National MarketPrint Ad in Media Fraternity MagazinesDM among the Advertisers 39. ASIA-PACIFIC YOUNG READER SUMMIT 2012Varanasi Auditions LIVE RECORDINGSContestants at the recording studios of leading FM Stations1162 Registrations55,000 Votes polled in 8 weeks 39,680 Facebook likes 300,000 Monthly Page Views Above110,000 Unique visitors per month 40. ASIA-PACIFIC YOUNG READER SUMMIT 2012inextlive.com FanbaseSource: Data for Feb 2012, 45 Days after the launch 41. ASIA-PACIFIC YOUNG READER SUMMIT 2012Traffic Built upSource: Data for Feb 2012, 45 Days after the launch 42. HEAVY SCHOOL BAGS CAMPAIGN 43. ASIA-PACIFIC YOUNG READER SUMMIT 2012UNDERSTANDING THE SITUATION School bags and their weights in India Surprisingly the size and weight of a typical school bag is very heavy in India. If one observes a school going kid, the first obvious thing is the bending knees because of the weight on the back. 44. ASIA-PACIFIC YOUNG READER SUMMIT 2012UNDERSTANDING THE SITUATION no one had raised any resistance for this in recent times. The reason, we thought were The parents do not notice how heavy the bag has become. The kids couldnt resist because every other kid has the same weight. The school teachers and staff had no choice as there are too many books / materials to be carried to the school. More over there was no awareness of any law or regulation that prevents such an event. 45. THE NEED GAP Lack of awareness Lack of empathy Hence no actionWe had to work on these three things in order to bring in any change 46. ASIA-PACIFIC YOUNG READER SUMMIT 2012ABOUT THE CAMPAIGN What ? How ? When ? What we ACHIEVED 47. ASIA-PACIFIC YOUNG READER SUMMIT 2012IDENTIFYING THE ROOT CAUSETranslation: The commission on each book and copy was decided' 48. ASIA-PACIFIC YOUNG READER SUMMIT 2012THE EVENT FLOW We started to investigate the situation, by testing the waters. We went on the field and measured the weight of school bags that the kids were carrying. We took a sample weights of more than 1500 kids and their school bags across 12 cities & 4 states. 49. ASIA-PACIFIC YOUNG READER SUMMIT 2012Kids were weighed with bags and without bags across schoolsWe spoke to District Magistrates of certain cities for their reaction of this initiative' 50. ASIA-PACIFIC YOUNG READER SUMMIT 2012ITNA BHARI MERA BASTA KAR DI MERI HAALAT KHASTAMeaning: My bag is so heavy that it made me enervated 51. ASIA-PACIFIC YOUNG READER SUMMIT 2012THE SHOCKING FACTSINFO GRAPHIC ON KIDS VS THEIR SCHOOL BAGS SCHOOL WISE 52. ASIA-PACIFIC YOUNG READER SUMMIT 2012 53. ASIA-PACIFIC YOUNG READER SUMMIT 2012SHOCKING FINDINGS Some of the kids were carrying bags that weighed as high as 35% of their weight. This was against the act passed by central government called Childrens school bags act 2006 which says that the bag must not weigh more than 10% of the childs weight carrying the bag. Kids as young as 5 years olds were carrying heavy schools bags whi

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