Axel Springer

Axel Springer Revives Readership via Mobile Services

Background

Axel Springer is one of Europe’s largest media companies with more than 230 newspaper and magazinetitles and more than 80 online offerings,as well as holdings in television and radio stations. Axel Springer were looking to refresh the audience appeal for its tabloid-format newspaper Fakt. Characterised by its often sensationalist and provocative journalism, Fakt is the biggest selling newspaper in Poland with a readership of 7 million.

Idea

By combining in-depth media knowledge with proprietary tools, InternetQ developed and launched 70 different premium SMS-based services including games, crosswords, direct response, voting, quizzes, promotions and competitions. Each activity was aimed at increasing reader interaction, making it a part of a daily lifestyle and embedding the Fakt brand.

Result

The Premium SMS-based services utilized Fakt’s cross-media channels to engage users through print, television and online. In its first month, over 30,000 users up took the new subscriber and premium SMS based services, and short promotions and competitions increased direct response rates by +10%.