ZEE Media executes the biggest marketing campaign of the election season
ZEE Media Corporation, one of India’s largest news network, has recently executed one of the biggest election campaigns on its opinion poll exercise as a part of its election coverage campaign. The opinion poll with the largest sample size was aimed to create more viewership for the channel and engage existing viewers with comprehensive reporting on the elections. The big 5 state elections are scheduled for early next year and Zee Media has already initiated to gather maximum popularity among viewers with first mover advantage and viewership through a one of a kind engaging and interactive marketing campaign this year.
It is a practice among news channels to conduct Opinion Polls before big fat elections grabbing viewers’ attention through content. ZEE Media’s campaign 1st phase, therefore, asking the viewers ‘Why do opinion polls fail?’ was intriguing to say the least. To promote participation there were iPhones on offer as gratification. This provided an insight into why the audience didn’t trust the opinion poll – the sample size was often too small and didn’t represent the voice of various stakeholders. This feedback was then considered and in the second phase, ZEE media revealed-Desh ke itihaas ka sabse bada chunavi opinion poll, i.e. their opinion poll will have the largest ever sample size in the history of elections in India. The large sample size will not only give a comprehensive opinion but will represent the voice of all sections of the populace.
At a time when media houses have turned conscious spenders, ZEE Media has gone all out with over 300 hoardings, print ads in four publication, radio campaigns spread across four stations, airport branding, cable tv spots, extensive digital & trade website communication among others. They also took out innovative humorous OOH as well to help break through the clutter of hoardings which were placed in the DND flyway and Noida expressway just outside film city.
Speaking of the massive campaign Anindya Khare, Marketing Head, ZEE Media says, "News viewers had stopped believing in the numerous opinion polls conducted around elections simply because it wasn’t representational enough. Our extensive activity and research helped us with this insight, and at ZEE Media we used our resources to create the biggest opinion poll of the election season, with the largest sample size ever. We have created a comprehensive, genuine and transparent opinion poll in the history of elections and regained the trust of the viewers.”
This massive on-ground opinion poll research was conducted with the help of DesignBoxed one of the leading political research and campaign management company.
ZEE Media perceived the gap in opinion polls being conducted and created a more effective and impactful opinion poll which would rightfully hold up the voters’ feedback. Through this campaign, Zee media’s Zee PHH has seen 38% growth in December 2021 as compared to November 2021. Growth was more than 130 % as compared to Previous 6-month average in Dec’21. The Zee News YouTube channel also saw a 68% increase in viewership.
The viewership is always very high during elections and with UP at the center of the 5 state elections, ZEE Media has been one of the first channels to start election programming this year with innovative and special format election shows. ZEE Media knows the importance of ground facts and insights, they will have extensive coverage from all 403 constituencies of Uttar Pradesh. It clearly shows their vision to win trust of the news watching viewers this election.