LURING THE LEFT-BRAINED TO PLAY A GAME OF CHANCE

Media Buyers are practical and left-brained – as is anyone who deals with numbers. But they have a weak spot – games of chance. Because they are so good mathematically, there is an inherent belief that they can beat the odds in any game of chance.

And through a happy coincidence, this is also the time of the year when games of chance are high on everyone’s consciousness. It is rooted in the cultural belief that during Diwali, it is almost auspicious to gamble as it signifies that you are leaving the doors open for Lakshmi (the goddess of wealth) to come in. Gambling then has a widespread social sanction.

GAMIFICATION OF A TRANSACTION: We created a game “Casino Grande” to sell advertising packages.

Instead of negotiating deals, Media Buyers played a game to get the best deal. The game had 3 levels of deals – Casino Entry, Casino Central and Casino Exit, each level with multiple ad sales packages. Through the game, they could upgrade their ads, buy more space and “win” better deals.

CREATING MYSTERY AROUND THE GAME: To generate curiosity, all communication invited buyers to Casino Grande, without divulging details of the deal. To know the deal, the Media Buyer had to sit with Dainik Jagran sales representatives and play the game. This gave us uninterrupted time with the buyer during the peak festive period.

The game was promoted through activation in agencies. Buyers were primed to gamble. Instant prizes were given away to winners. Buyers wanted to unravel the mystery.

- 129 deals signed up through the game generating a revenue of INR 366 million – this was a 47% growth over the previous year’s scheme

- Amongst all advertisers who participated in Casino Grande 2017

o Dainik Jagran had a majority Market Share of 50%

o We had a volume growth of 24% over comparable period last year

- We added 15 new advertisers. Our Market Share amongst these advertisers is a whopping 68%.

- In a crowded market, the Dainik Jagran sales representatives steered Media Buying discussions from “haggling” for discounts to “earning” discounts by playing a game.

- It was a clutter breaking scheme – that achieved tangible results :

o Our advertising revenues for the Casino scheme grew by 47%

o Our Market Share Increased

o Loyal advertisers to Casino Grande grew their volume by 24%

o It positioned Dainik Jagran as an innovative brand