Results and Effectiveness

Eyeballs of readers reached: close to 220,000 The entire collaboration was cost effectively driven and the media ROI achieved was at 18X. Client Oxford Fajar was happy with the collaboration, as it synergized with the company’s mission to further excellence in education and knowledge. Re-igniting the love for words & vocabularies = inestimable*

Creative Execution

Instead of Full Page Full Colour ads, we collaborated with the newspaper New Straits Times whom has a highly credible Literature and Book Review Section. Working with the Section Writer, we selected advanced words from the Oxford Dictionary to be intentionally used and highlighted into the book review of credible Modern Classics. The readers are then presented with the definitions of these advanced words in a created “FYI” space. Tone and manner of execution: easy, igniting curiosity and educational.

Insights, Strategy and the Idea

Dictionaries begin their relationship with consumers who love words and want to improve their vocabularies. Over time, though, dictionaries lie forgotten and consumers forget their love. And since Oxford Fajar has minimal media budgets, how can we re-ignite this love through cost effective collaborations? So, where do we find logophiliacs*? Where else but straight to the Literature & Book Reviews! We negotiated a cost efficient collaboration that will benefit both parties of Oxford Fajar and the media , through content. Instead of buying Full Page Full Colour ads, we worked closely in collaboration with the newspaper’s Section Writer by blending in selected advanced words from the Oxford Dictionary to draw attention of their logophiliac* readers.