Through an innovative promotion campaign, Dinamalar is trying to drive home a point – quite literally. Vehicle owners carrying a copy of Dinamalar got to drive home with a variety of gifts that were distributed at pre-designated traffic signals of Coimbatore on August 14.
In fact, so successful was this ‘test drive’ that the publication has decided to continue with the campaign and also hopes to extend the promo to other cities through September. This comes close on the heels of its ad campaign ‘Sunday Na Rendu’.
R Rangarajan, Advertisement Manager, Dinamalar, said, “Initially, we took it as a continuation of the ‘Sunday Na Rendu’ campaign and decided to continue with the activities to engage the readers. The turnout has been such that it speaks of our strength in the SEC A segment. We think the promo will continue for two to three Sundays more in Coimbatore, and may even be continued further.”
The promo was announced through the columns of Dinamalar, and resulted in a number of readers driving in on Sunday to the locations in the stipulated half an hour starting 8:00 am, looking for the Dinamalar representatives to emerge.
The variety of cars lining up drew quite a few interested onlookers too. A Dinamalar statement said, “Status of Dinamalar as a leader in SEC A and SEC ABC in Coimbatore was evident in the readers turning up driving their own cars.”
The ‘drive-in in your own car’ theme promo was expected to stretch itself to Madurai and other cities in the coming weeks, and might even include Chennai, according to the company spokesperson.
In the ‘test drive’, a total of 50 car owners who took the trouble were rewarded with gifts. Not only has Dinamalar showcased its strengths in the car owners’ segment, it has also invented an offline method to engage its high profile readers on Sundays, when it offers the ‘twin papers’.
In another promotion, this one on Independence Day, readers of Dinamalar gave their phone numbers to register for a call-in contest. Fifty selected readers were called from among those registered, and needed to respond with ‘Vaazhga India’ (Long Live India, in Tamil) instead of ‘Hello’ to win prizes.
The contest ran from 7 am to 11 am in Coimbatore, Madurai and Pondicherry on Independence Day. To add to the spirit, all 300 plus mobiles of Dinamalar representatives across the state had ‘Vande Mataram’ as their ring back tones.
The flurry of activity in the pipeline can only augur well for the Tamil daily segment.