Guardian iPad Edition – Free #ObserverOffer


The team

Simon Crosbie, Mark Doyle, David Rendle, James Townend, Katie Conway.

How did the campaign make a difference?

A playful and interactive survey for the Guardian iPad edition collected data on readers’ habits and persuaded them to part with personal information in return for an incentive. It profiled over 9,500 Guardian readers who were previously anonymous.

What details of the strategy make this a winning entry?

The personal data belonging to users of the Guardian iPad edition is owned by iTunes and not shared with publishers. This campaign needed to identify these customers and collect their names and email addresses to market new digital products and subscriber bundles. It used an interactive survey, launched from an advert from within the Guardian iPad edition. The survey also canvassed Guardian print and digital reading habits, device usage and subscriber status. Users were offered between four and six Observer vouchers to complete the survey as an incentive. The survey also had to be playful and interactive. Using the iPad's touch gestures, it integrated with and emulated the fluid experience of reading the Guardian iPad edition.

How did creativity bring the strategy to life?