'We would like to engage with a younger audience, specifically students, to make i the most read newspaper amongst the student market, as well as significantly raising our circulation. in addition, we want to build a student community and have in-depth engagement/interaction with this market'
The importance of social media within the student lifestyle is undeniable. Particularly during Freshers' Week, it is how students interact, find out about social events, join clubs/societies and make friends. It became apparent to me that the marriage of both the importance of social media and Freshers' Week could really provide this campaign with solid foundations.
Further research pushed me towards the direction of utilising QR codes as a way of getting students to interact with 'i' as my main aim was to really integrate the purchase of 'i' into their daily routine. This linked with the development of a loyalty points scheme would ensure repeat purchases of the newspaper.