Outlook has come up with a contest, titled 'Speak Out', for advertising agencies, corporate and media fraternity. The month-long contest, which kicks off on February 1, would help Outlook promote it's 'on your face attitude' type of journalism and the bold and aggressive magazine that it is.
Outlook through the contest invites 'non-creative minds' to come out with sharp, witty, thought-provoking one-liners on subjects like politics, politicians, corruption, scams, social issues, civic sense, environment or any subject that responsible citizens feel should be highlighted.
Suresh Selvaraj, Vice-President, Outlook Group, said, "The very role of media by itself is to speak out. Within the media fraternity, there are sporadic instances of raising voices on social issues, but such instances are not taken far and wide. This contest is a wake-up call to the fraternity to stand up and voice their opinion. The reason why it is restricted to media users is to make the stake-holders understand the very purpose of the medium and also to provide a platform for their thoughts. Social messages need not flow from a typical creative person of an agency. Anyone with a concern and little thought can have a spark. It will also make them realise the power of media on such causes. By and large, the fraternity is passive and this contest would act as a catalyst."
The promotional plans would largely involve BTL activities like B2B portals, magazines, direct mailers, BRE inserts, and posters. The Group also has plans to use FM radio to create a buzz. Outlook has plans to come out with around 3,000 posters in five cities. It also plans to have 6,000-7,000 direct mailers and a similar number of BRE inserts.
The first prize is a cash reward of Rs 1 lakh, second prize is Rs 50,000 and third prize is Rs 25,000, in addition to the 'Speak Out Trophy'. The three best one-liners will also be used as T-shirts messages and would be given as free gifts for subscription promotions for Outlook.
The campaign revolves round the Golden Pencil concept designed by Outlook's creative agency Arms Crestra, Delhi.
Our typical marketing budget is usually 10 per cent of the topline spend