Sydney Morning Herald
The snapshot
Our challenge was to launch Fairfax's new iPad App with a bang - all on a limited budget. The result? Both The Sydney Morning Herald and The Age iPad Apps were included in the top five news Apps on Apple's App Store Rewind list - the best and most downloaded Apps for 2011.
The challenge
The challenge was to launch the news App with a bang - all on a limited budget. Our objective was to achieve 60,000 downloads of the iPad App across both mastheads in six months. A target based on the up-take of the previous app.
The approach
People buying the newly released iPad 2 were seen as a receptive target audience. We needed to convince them that the App will bring together all the best bits of the printed paper, as well as interactive features like videos, and commenting - into one seriously cool, must-have product.
Research revealed that regular readers of these newspapers considered themselves cultured and intelligent. Our strategy was to tap into this elitism.
The solution
The concept came from the fact that the iPad App brought together the best of online and print, to give readers a Richer, Deeper and More Informed reading experience.
To launch, we did a full page wrap of both mastheads to maximise impact. The creative showed an iPad as if it was sitting on the paper, sucking all the content into the iPad App. This was a first ever full page wrap around the paper, which integrated the masthead, in the history of the newspaper.
For digital, we used a combination of rich media OTPs, banners and a hype reel across both masthead sites. We also had press executions, tailored to specific sections of the paper directing the reader to the same sections on the App.
The results
5,983% of our KPI achieved in just three days.
