Hopping Into the Year of the Rabbit

Campaign Period: 15 January to 25 January 2023

For Chinese New Year, TSLAW Land seeked to create an engaging and non-traditional presence in The Star newspaper. How could the company effectively utilise the platform to engage with our readers?

Solution

The core idea our marketing team came up with was to leverage The Star newspaper as an engagement delivery device. With 2023 being the year of the rabbit, the team crafted a marketing campaign that encouraged readers to fold origami rabbits baskets using The Star newspaper.

Leading up to Chinese New Year, blurbs teasing the origami rabbit baskets were published in The Star newspaper, ePaper and social media. A jacket wrap containing the origami instructions was published in The Star newspaper during the first two days of Chinese New Year. Readers could scan the QR code to watch a tutorial video, or submit their origami rabbit via WhatsApp for a chance to be featured in The Star.

The jacket wrap contained instructions and materials for readers to fold their own rabbit baskets:

The campaign saw a record-breaking 25x increase in engagement in comparison to other campaigns: https://www.youtube.com/watch?v=BwxyxR9EU8Y&t=1s

Lucky readers who got featured in The Star: https://www.thestar.com.my/lifestyle/living/2023/02/03/folding-fun-for-creative-readers

FORMAT	–	Tabloid
TYPE AREA	–	Full Page	:	37cm (h) x 26.1cm (w)
		Column Per Page	:	8 Columns
		*Centrespread	:	37cm (h) x 54cm (w)
		**Broadsheet	:	54cm (h) x 36cm (w)

Column	One	Two	Three	Four	Five	Six	Seven	Eight	Ten**	Sixteen*
Width	3cm	6.3cm	9.6cm	12.9cm	16.2cm	19.5cm	22.8cm	26.1cm	36cm	54cm

1. Base material	Newsprint – neutral in colour Newsprint characteristics with standard Lab value Backing L* a* b* Black 82 0 3 White (85) (1) (5) Max tolerance in production: L4 a2 b*2
2. Newsprint	42 g/m2
3. Ink densities	Cyan 0.90 Magenta 0.90 Yellow 0.90 Black 1.10 Tolerence ± 0.05 for all colours , above zero paper base.
4. Colour sequence	Cyan – Magenta – Yellow – Black
5. Screen ruling	100 lines per inch
6. Dot shape	Eliptical P dot.
7. Screen angles	Cyan 15º Magenta 75º Yellow 0º Black 135º
8. Scanning resolution	300 dpi
9. Maximum ink density	220% for 4 colour printing & only 1 colour may be solid 160% for 2 colour printing & only 1 colour may be solid This is to improve trapping and reduce set-off, lost details and smudging.
10. Proofing standard	IFRA standard profile for newspaper printing – ISO 12647-3 ISOnewspaper26v4.icc for colour profile ISOnewspaper26v4_gr.icc for grey scale profile
11. Dot gain	Dot gain of 26% at the 50% dot area.
12. All line copies	Minimum 7 points, except for legal & proclamation ads (minimum 5.5 points) Recommend sans serif typeface for greater clarity & readability
13. Reversed text on colour	Minimum 12 points for BW sans serif typeface is recommended. Minimum 14 points for 4 colour printing Not to be positioned within screen areas less than 70% nor in yellow / light colour background
14. All rules & character strokes	Minimum 0.5 points Thin rules & small light typeface lettering/text should be restricted to single colour solid printing
15. Point to check	Overprint & Knockout trapping
16. Colour ads	Do not contain Spot, LAB or RGB colours. Please convert Spot / Pantone colours to CMYK
17. Format & Compatibility	Acrobat 6 and above (PDF 1.5) without crop marks and bleed. Ensure file can be separated correctly.
18. For Grayscale images	Highlight 7% to 9% Shadow 85% to 90%
19. The background	On which the text is to be printed on should be hollowed out. Text should be boldface sans serif typeface.

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