Title | SHARE THE NEWSPAPER WITH CHILDREN |
Brand | THE TOKYO SHIMBUN |
Product / Service | THE TOKYO SHIMBUN |
Category | A02. Mobile Applications and other Downloadable Tools |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takaaki Tezuka | Taki Corporation | Designer |
Kenichiro Kuroiwa | Taki Corporation | Designer |
Tomohisa Komiya | Taki Corporation | Designer |
Yoichi Tsunekado | Taki Corporation | Designer |
Tsukasa Yamamoto | Taki Corporation | Production Director |
Kei Kohara | Taki Corporation | Production Producer |
Hisanao Tenmyo | Taki Corporation | Production Producer |
Hiroshi Kanou | Taki Corporation | Production Producer |
Fumihiro Yokoyama | Taki Corporation | Production Producer |
Tomoaki Miyata | Dentsu Inc. | Copywriter |
Masashi Omae | Dentsu Inc. | Copywriter |
Makoto Kanabayashi | Dentsu Inc. | Interactive Producer |
Yasuo Kabasawa | Dentsu Inc. | Media Producer |
Norihito Sako | Dentsu Inc. | Planning Director |
Satoshi Ogawa | Dentsu Inc. | Agency Producer |
Masaharu Kurosu | Dentsu Inc. | Creative Director/Art Director |
Hirofumi Hayashi | Dentsu Inc. | Creative Director/Copywriter |
The challenge was to create a future for newspapers at large. If newspapers become readable for children, they will contribute to family communication and to child education. So, we changed the newspaper into a medium read by both parent and child, and transform it into an educational tool for children with smartphones, their favorite toy. We created a new service using Augmented Reality, where a smartphone changes articles for adults into ones for children, making what were previously difficult articles on business, finance or politics become interesting subjects for children. Of course, the contents were the same as those for adults. As a result, this newspaper became a medium read by both parent and child (37% of user households, according to research conducted by the Tokyo Shimbun) and became an educational tool for children. We received a lot of feedback from parents that the newspaper helps to educate their children. The Tokyo Shimbun received new business opportunities: Several companies published ads targeting both parents and children in the Tokyo Shimbun. The kind of reaction we received can be seen in the number of AR reading app downloads: a +2100% jump.