The brief for i newspaper

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i

Create a Campaign to make i

(the essential Daily briefing

from the inDepenDent) the most

reaD newspaper among stuDents

baCkgrounD

i, the uk’s first quality daily newspaper to hit newsstands in almost

25 years, went on sale on tuesday 26 october 2010 offering a concise

quality newspaper for just 20p. it is a new kind of paper designed for

people with busy, modern lives. Colourful and accessible, concise and

intelligent, it’s an essential daily briefing.

until the launch of i readers of quality newspapers had to pay £1

daily for a paper. Consumers are time poor and research showed they

rarely got through a full newspaper, making a daily purchase feel

increasingly wasteful.

i has experienced great success with a readership of approx 368k

and growing. i has also seen success through daily interaction with

readers and now has a facebook following of 14,896 and a twitter

following of 30,198.

Creative Challenge

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.

meDia

your campaign must be highly creative and intelligently resourceful,

capable of putting small budgets to big effect. it needs to begin

on campus, but can have scope to grow elsewhere. it must be able to

translate online and through social media channels. Consider how your

campaign can maximise exposure through: pr, events, newsletters and

other means. remember that we have access to a national paper and

website with a specific student area: www.independent.co.uk/student/

manDatories

• You must use the i logo.

• i uses the font, ‘Stag’ which is detailed in the brief’s

project pack. you must use this font or a font which

is similar. the Cmyk colour breakdown can also be found in the

project pack.

• It is key to communicate: price, quality and that i is concise.

• The key is to encourage a younger audience to sample i.

once people trial the product they love it.

Deliverables, artwork anD

aDDitional information

for guidance on how to submit your work please adhere to the main

deliverables information in the student awards section of the yCn

website.

any additional supporting information referenced in the brief can be

found in the supporting project pack on the yCn website –

www.ycnonline.com

* yCn student awards 2011/12 *

* i * * yCn student awards 2011/12 *

* i *