Create an advertising campaign for The Independent’s concise news paper “i” that targets students. The paper’s aim is to be become the UK’s largest circulation newspaper among students.
Through the use of a contactless transfer loyalty card or app, customers can purchase digital, and conventionally printed copies of the news paper without the need for cash or a debit card. By linking the card to your paypal account, or the app using your Apple ID to make payments customers can access a copy of the paper just as efficiantly as they can read it.
Using social networks such as Facebook and Twitter and a prebuilt network stucture, utilising this as a medium for advertising is perfect. Stats for articles read both online and offline are tracked using the card, and a browser plug-in.
These statistics are then shared with your friends automatically. This in turn encourages traffic onto the site and increases knowledge and circulation about the card, app and microsite through both word of mouth, and internal website based advertising.
A focus group study of students reasons for neglecting printed news were simple. Money. The amount wasnt the issue, it was the payment process. Results of the study showed that less than 29% of students carried cash with then, and only 7% of males. Those questioned also said that small transactions when using credit cards in off lisences and usual news agents apply a charge to any payments below £3. This means that students wanting to by a 20p news paper would either have to purchase additional items to avoid the charge, or have to pay anything up to £1 in charges to make the transaction, taking the price of i from twenty pence up to £1.20. A secondary reason for not making the transation also seemed to be time. The modern day consumer is impatient, especially those wanting to read a concise newspaper like i. the time taken for a conventional credit card transaction is simple too long for some people when such a small mount of money is changing hands. It is these issues that the Card specifically tries to amend.