Euro RSCG Manila CBI - Philippine Daily Inquirer - Inquest Video

The Philippine Daily Inquirers Inquest Adventure Challenge

BACKGROUND
Philippine Daily Inquirer is the countrys number one broadsheet and the market leader in terms of subscription and circulation. It is known for its balanced news and fearless views with among the countrys most influential journalists and opinion makers as part of its editorial pool. However, there has been a steady decline in readership with the advent of new media, specially within the youth segment.

Develop a program that will effectively connect and capture the youth market and at the same time, allow PDI to evolve into a more contemporary, innovative and progressive news brand which always remains relevant to its audience.

OUR SOLUTION
With the immense popularity of reality TV, SMS-based promotions, online gaming, role playing and action packed series such as CSI (Crime Scene Investigation) and 24, the agency proposed to client the idea of coming up with the countrys first-ever multimedia mystery game.

The components of the program were multi-faceted, diverse and definitely ambitious.

It made use of TV, Cinema, Print, Radio, On-ground activities (in malls, bars, MRT stations), SMS, Interactive/Website, Outdoor, making this a truly integrated campaign which made waves in the market.

THE PROGRAM CONCEPT:
The INQuest Adventure is a multi-level game anchored on a novel-like story (a murder mystery that happens in a fictitious bar) to unfold within the pages of the Phil. Daily Inquirer. Readers will be asked to follow the story with the objective of finding who among six (6) likely suspects committed the crime. As readers search for clues in various media to guess and text in their answers, they get the chance to win major prizes in raffle draws and get to accumulate rewards points and prizes the more they participate.

RESULTS
Successfully integrated all components (print and broadcast advertising, on-ground, web, mobile sms) into one high impact campaign

Surpassed target registrants : hitting 22,500 registrants vs. 20,000 as targets

Website totaled over 4 million hits

On-ground activities attracted crowds and drew interest from over 100,000 people.

Active chats and forums among hardcore participants