The pandemic affected so many businesses in 2021 and the media house took the biggest hit in the print circulation numbers. NMG was looking to re-launch the newstand which had a few challenges in the past and most of Kenyans didn’t know much about it. The Pandemic also gave Kenyans the idea that you might be able to contract covid through newspaper purchase
Come up with a campaign to relaunch the newsstand and increase subscription for the e-papers during the lockdown and covid-era.
The Creative Idea
Insight – 2020 saw our cash cow i.e. Print circulation going lower especially during the lockdown. We found that in Kenya, most People decided to consume news/media on the online space using digital devices.
We used creative hinged on the pandemic and extoling the benefits of the e-Paper during the pandemic, running an offer during the launch and introducing a QR Code to increase subscriptions.
3.81% incremental subscription
762 Engaged with the QR code in the week