Challenge
The media scene South Australia has been changing rapidly. SA’s second largest newspaper, The Independent Weekly, needed to act on implementing a digital media publication before its rival, The Advertiser.
Strategy
The strategy was to find and exploit a space within the Adelaide media market that provided enough reach, and enough frequency to sustain an online news service and that would attract local advertising dollars.
Idea
Independent Weekly’s agency, FNUKY, created Indaily, Adelaide’s first daily email news service. Indaily is a feature-rich e-newsaper, with editorial control, user submissions and advertising management.
To stimulate stronger subscriber growth, we developed a creative digital campaign that leveraged viral email to have subscribers recommend Indaily to their friends for a chance to win a holiday to Malaysia.
Results
The publication was an instant success and soon saw The Advertiser create its own rival publication. The viral subscriber campaign increased subscribers by 10% in one week. InDaily now serves up-to-date news to thousands of South Australian’s every weekday.
Spread the word
Comments
Over 80% of radio listeners have sought out a company online as a direct result of hearing a radio commercial 
