The Brief

Newspaper pictures never have broken links. Read the paper! Newspapers don't suffer from connection lags. Read the paper! Newspapers don't have pop-up ads. Read the paper! Newspapers don't have blackouts. Read the paper! Newspapers don't have loading times. Read the paper! Special Newspapers For Newspaper Day. Guerilla newspapers were printed and distributed the 7th of April, on Korea's Newspaper day.

Creative Execution

On Korea's newspaper day (April 7), 5,000 guerilla ads will be printed, stating the problems with internet news delivery. These ads will be distributed throughout central Seoul at newspaper kiosks and other locations where people are likely to read the ad.

Describe the creative solution to the brief/objective.

Due to increases in internet newspaper readership, Korea's print newspaper circulation has fallen 40% compared to the figure from eight years ago.

Results

Over 7,000 people were exposed to the guerilla ad, which was covered over 20 times by the news, posted on over 250 blogs, and became a talked-about social issue. Citizen awareness of newspaper day has increased 20 points to 78%, a great increase. Print newspaper circulation is expected to rise as a result of this ad campaign.