Brief Appreciation
Understanding the Brief Design a campaign to communicate that innovations also come in small sizes and encourage clients to invest in innovations at an incremental cost to create the one-time impact and great talkability for their brands.
Value Flow
Who is News First?
Clients who read look for engaging content
India’s leading newspaper.
CLIENTS WHO READ News First Ecosystem
NEWS FIRST MEDIA AGENCIES
CLIENTS WHO ADVERSTISE Clients who advertise either approach News First or Media Agencies in order to advertise
Media Agencies approach News First in order to advertise for their clients
Insights
The world around us, creates engagements which pull users in all directions.
Insights
Attention spans are reducing.
Source : https://policyviz.com/2016/01/29/the-attention-span-statistic-fallacy/
Insights
In newspapers, ads constantly battle for reader attention.
Redefine
Re-thinking the Brief Design a campaign to communicate that innovations also come in small sizes, by producing engaging content to grab attention and to stand out. This will eventually increase talkability.
Concept
The Big Idea : Fight for Attention, literally.
Solution
Solution
Solution
The purpose of this ad was to grab attention, with the innovation of a pop up post. Various innovations were possible, however we also stuck to the theme of “slight incremental cost�. Using the same medium of paper would be the simplest increment.
Amplification
An ad in the afaqs! website that advertisers frequently read.
Amplification
Amplification
Billboard Activation.
Source: https://www.youtube.com/watch?v=Tcx29R3e_Co
Using the innovative concept of real people standing on a billboard, we will hire two wrestlers and put them on a billboard. The wrestlers will literally fight on the billboard, thus highlighting the point of fighting for your attention.
Source: https://www.youtube.com/watch?v=TbCZta6N9iY
Amplification
FACEBOOK PROMOTED POST
INSTAGRAM PROMOTED STORY
Amplification
Exchange4media, an informational site which advertisers read.
New Value Flow
Creating a New Value Flow through Innovation
Clients who read look for engaging content
News First Ecosystem
ENG AGE MEN T MEM ORA BILT Y
CLIENTS WHO READ NEWS FIRST
CLIENTS WHO ADVERSTISE Clients who advertise either approach News First or Media Agencies in order to advertise
MEDIA AGENCIES Media Agencies approach News First in order to advertise for for their clients
Disha Shroff Meher Luthra