News LTD – Mothers Day
Newspaper sales had been declining at an alarming rate of about 10% per year. Some of this drastic decline is due to a shift to online editorials but the overwhelming majority is a straight loss to other free online news outlets.
We needed to develop a series of incentives to give shoppers a unique reason to pick up each day’s paper in petrol and convenience outlets.
We used Mother’s Day to create seven daily promotions thanking mums for everything they do. The total prize pool amounted to a million dollars, giving consumers the perfect way to say “Thanks a Million Mum!”