The INMA (International Newsmedia Marketing Association) Awards competition is now in its 74th year.
The jury explained their reasoning behind the selection: “Wow! This is innovation at its best. This is a glimpse into the future, of how we’ll be delivering content to our subscribers. Traffic figures and advertising banner sales are very impressive. Congratulations to all involved.”
The specially designed DN cell phone offers unlimited Internet access and a DN button that takes users directly to the newspaper’s mobile site. DN.se created considerable international interest when launched. The cell phone has been adapted for newspaper reading and was used in launching DN’s mobile site. Mobil.DN.se has its own editorial staff and attracts about 47,000 visitors each week.
“Working with Citat has been a very positive experience,” says Johan Othelius, circulation manager at DN. “Citat has made major contributions to both the creativity of the campaign and the speed with which we conducted it. Working under a very tight schedule, we jointly produced a strong campaign that had major impact in Sweden. During the launch, the DN cell phone was the best-selling cell phone at Telenor’s webshop. The launch also produced very favorable attention in about 60 countries with articles in more than 60 publications.”
Johan Othelius, who was responsible for the development of the DN cell phone, was in Miami to receive the prize, along with Michael Seidl, Citat Marcon’s account manager for DN. DN beat competition from major publications such as The New York Times.
“The campaign is an example of how Citat works with integrated communications, quickly and efficiently,” says Michael Seidl. “A series of three full-page ads, appearing in several newspapers, were complemented with banners at DN’s website as well as at several external sites.”
Citat handled the entire preparatory process prior to the campaign launch – from concept, copy and design to graphic layout, photography and retouch. Citat also produced manuals, packaging materials, accessories for the phones and sales materials for retail outlets.
“The campaign exceeded our expectations and helped us establish ourselves as the leading multi-channel provider. We have received very positive exposure in the media and the number of unique visitors to our mobile site increased from 12,000 per week to over 40,000,” says Johan Othelius. “Our sales of banners at the mobile site also exceeded our expectations, with 200 per cent more sales than budgeted.”
INMA (International Newsmedia Marketing Association) is a member organization for sharing ideas and inspiring change in newsmedia marketing. INMA has over 1,200 members in more than 80 countries, and holds the INMA Awards competition annually.
