Mothers Day

The Challenge:
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.

The Solution:
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.

The Idea:
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!”