Results and Effectiveness

We get the biggest media with tiny image on the newspaper. The message and images were on the conversation among readers and non-readers, children and parents… We get the insights of the people that The Asahi Newspaper is still aggressively challenging interesting new media with the technique based on the message. According to a survey, 95% of the 1.7 million subscribing families enjoyed the special issue more than usual. 75% enjoyed almost all ads of the day and made conversation with others.

Creative Execution

At the beginning of 2011, we published a special issue with the clients which approve this positive message. We reinvented the most primitive Augmented Reality technique from a classic complementary color afterimage technique. With this new technique, people can see all the ads in the SKY with full color from the newspaper ads a little differ from usual. We provide a website where people can make the original primitive AR image easily.

Insights, Strategy and the Idea

In this depression time, it is important to send a positive message to all the young and old people from one of the most depression media; Newspaper. The message “Let’s look up, 2011” was sent with unique way that only newspaper can do. We made SKY as a media with no additional money and material than ordinary newspaper.