Newspaper Campaign UAE

1. ANNUAL SUBSCRIPTION CAMPAIGN PRESENTATION

2. • Enhance subscription through an intensive campaign.
Campaign objective

3. 1
Thought:
Best things in the life comes at free of cost.

5. 2
Thought:
Mini screens are good for browsing, but not for reading a
Newspaper.

7. 3
Thought:
By making the Newspaper cheaper by way of offering gifts, the
surprise continues every morning for the whole year.

9. 4
Thought:
Give back more than what you take from the society.

11. OOH

16. Radio Spots

17. Mellowing notes of some music denoting sunrise.
Female: Wow what a morning! Nice rays of sun… birds chirping… it’s amazing that all these best
things in this world comes for free to us…
Male: You are absolutely correct! With Khaleej Times’ new annual subscription drive, the Newspaper
also comes almost free for next one year…
Female: Hey… is it… how…??
Male: When we book the subscription for AED 400 we get gifts worth AED 800 including vouchers
redeemable at Sharaf DG, Carrefour and Baskin Robbins. There is a chance to win 20 Gold coins every
day for next 60 days along with chance to be one among the 10 lucky families travel to Maldives for a
luxury holiday.
Female: Wow..
Voiceover: Call 800 5858/02 6337666 or logon to www.khaleejtimes.com
Best things in the life comes at free of cost.

18. Male 1: Hi Ahmad… See this news… UAE team won the match…what a great victory!
Male 2: Where… hey you are reading this big news on this small screen…
Male 1: This is convenient na.. it will fit in my pocket…
Male 2: Can I give you another solution that fits your pocket…??
Male 1: Another mobile phone or tablet…??
Male 2: Not at all… Khaleej Times Annual Subscription drive has started. If you go for annual
subscription by paying AED 400, you will get assured Gifts worth AED 800 including vouchers
redeemable at Sharaf DG, Carrefour and Baskin Robbins…
Male 1: Hey it ‘s amazing…
Male1: apart from that you will stand a chance to win a Gold coin every day for next 60 days or be
one among the 10 lucky families travel to Maldives for a luxury holiday. Now stop straining your eyes
by looking on the tiny screens, Start reading papers… Not screens…
Voiceover: For subscriptions, call 800 5858/02 6337666 or logon to www.khaleejtimes.com
Mini screens are good for browsing, but not for reading a Newspaper.

19. Female: Hi.. Ali.. Where is the surprise you promised that longs for an year..
Male: Here it is… the annual subscription for Khaleej Times…when you subscribe the newspaper for
an year now you will get assured Gifts worth AED 800 including vouchers redeemable at Sharaf DG,
Carrefour and Baskin Robbins… and the subscription fee is only AED 400.
Female 1: Hey.. Its an amazing offer…
Male1: apart from that you will stand a chance to win a Gold coin every day for next 60 days or be
one among the 10 lucky families travel to Maldives for a luxury holiday.
Female: Wonderful…Now the newspaper is like a free gift on every morning!! And it’s going to be an
everyday surprise..!!
Voiceover: For subscriptions, call 800 5858/02 6337666 or logon to www.khaleejtimes.com
By making the Newspaper cheaper by way of offering gifts, the surprise
continues every morning for the whole year.

20. Female 1: Hi Rasia… new mobile phone..? nice..!!
Female 2: Got Gift Voucher from Khaleej Times to buy electronic goods… so I bought this..
Female 1: Gift Voucher from Khaleej Times…? How…?
Female 2: Khaleej Times Annual Subscription drive is on now… When you pay AED 400 subscription
fee for next one year, you will get assured Gift Vouchers for AED 800, you can redeem them at Sharaf
DG, Carrefour and Baskin Robbins…
Female 1: Wow… That’s amazing…!! You are actually getting more than you pay…
Female 2: Yea.. not only that… you will stand a chance to win a Gold coin every day for next 60 days
along with chance to be one among the 10 lucky families travel to Maldives for a luxury holiday also.
Female 1: Let me also book Khaleej Times for the next year….
Female 2: Wonderful… enjoy the offers because Khaleej Times really believes in giving back more
than they take.
Voiceover: Call 800 5858/02 6337666 or logon to www.khaleejtimes.com
Give back more than what you take from the society.

21. TVC- Synapsis

22. The whole movie is a graphical representation with Newspaper Origami art
On the top of a hill, the sun rises.
Chirping birds fly and flowers blossom on trees.
A mellow music to pronounce it’s a beautiful morning.
Voiceover:
The best things in life come to us for free.
The paper origami objects open themselves and merge into a Newspaper.
Voiceover:
With Khaleej Times’ new annual subscription offer, the Newspaper also comes almost free for next one year…
Visual of Newspaper turns to reveal that it’s Khaleej times and the paper flips automatically.
Images of gift vouchers/Gold Coins/holiday destination appear on the screen.
Voiceover:
Book the subscription for AED 400, and get gifts for AED 800 including gift vouchers of Sharaf DG, Carrefour
and Baskin Robbins.
Voiceover 2:
Apart from this, win 20 Gold coins every day for next 60 days and be one among the lucky families travel to
Maldives for a luxury holiday.
Voiceover:
Call 800 5858/02 6337666 or logon to www.khaleejtimes.com
Best things in the life comes at free of cost.

23. In a cozy room, one guy (1) reading Khaleej Times, another one (2)enters with a smart phone.
2 : Hi Ahmad… See this news… UAE team won the match…what a great victory!
1: Where… hey, still reading big news on screen…?? See this…
He opens the paper, the news printed there in bold and beautiful way..
1: Upgrade to Newspaper now.. This is the right time, Khaleej Times Annual Subscription drive is on.
When you pay AED 400, you will get assured Gifts for AED 800 including gift vouchers redeemable at
Sharaf DG, Carrefour and Baskin Robbins…
2: That’s really great…..
1: Apart from this, win 20 Gold coins every day for next 60 days and be one among the lucky families
travel to Maldives for a luxury holiday. Now stop straining your eyes by looking on the tiny screens,
Start reading papers… Not screens…
Voiceover: For subscriptions, call 800 5858/02 6337666 or logon to www.khaleejtimes.com
Mini screens are good for browsing, but not for reading a Newspaper.

24. Camera pans through the front doors of a row of houses, morning newspaper falls there.
Each door gets open one after the other..
Different people- housewives, kids, men… picks the paper as though they received a surprise gift.
Voiceover: Khaleej Times comes as a free gift for next one year! Because when you pay AED 400
annual subscription you will get assured Gifts for AED 800 including gift vouchers redeemable at
Sharaf DG, Carrefour and Baskin Robbins…
Voiceover 2: Apart from this, win 20 Gold coins every day for next 60 days and be one among the
lucky families travel to Maldives for a luxury holiday.
Voiceover: Get ready to get surprised every morning for a whole year!! Hurry, offer is for a limited
period only.
Voiceover: For subscriptions, call 800 5858/02 6337666 or logon to www.khaleejtimes.com
By making the Newspaper cheaper by way of offering gifts, the surprise
continues every morning for the whole year.

25. Graphical image of a Khaleej Times Newspaper.
The pages open one after the other.
When each page opens, one electronics/home appliance item comes out of the page.
The Newspaper folds itself and moves, and now it is in the hands of a housewife.
She, with a smile: Get more than you can imagine
Voiceover: Yes, Khaleej Times Annual Subscription drive is on. When you pay AED 400, you will get
assured Gifts for AED 800 including gift vouchers redeemable at Sharaf DG, Carrefour and Baskin
Robbins…
Voiceover 2:
Apart from this, win 20 Gold coins every day for next 60 days and be one among the lucky families
travel to Maldives for a luxury holiday. All this, because Khaleej times believe in giving back more than
what they take…
Voiceover:
Call 800 5858/02 6337666 or logon to www.khaleejtimes.com
Give back more than what you take from the society.

26. • Considering the nature of the assignment and the profile of the TA, we suggest a multimedia
approach covering
- Print, apart from ads in Khaleej Times, we can look at ads in vernacular dailies like Gulf
Madhyamam
- Radio (English, Arabic, Hindi and Malayalam stations)
- Television (Hindi and Malayalam channels)
- Outdoor (bus shelters, mupis, buses, unipoles)
A detailed media plan will be presented once the creative concepts are finalised.
Media Mix

27. Thank you.