The Campaign

There are only two 'enjoyments after work' for workers who have a salary in Japan. One is to read tabloid newspaper. And the other is to drink and sing karaoke. The sales of main tabloid newspaper 'Daily GENDAI' had fallen. Our goal was to increase sales within an only 5 million yen budget. For the solution, we used karaoke that was the other enjoyment as a medium for communication. The number of karaoke rooms in Japan exceeds 128,000. It is the big media that nobody begins on yet. A mere advertisement will not be effective this time. Therefore, we produced music 'Forget the Past, Seize the day' and released a CD single with the leading Japanese celebrity who has the salaried worker image. We performed several activities (OOH, newspaper ad, PR and more) with the release of a CD. In karaoke rooms, we aimed to ensure singing this song (publishing extra editions, making PV and more). We replaced all of them with Daily GENDAI. - The sales of Daily GENDAI rose 15%. - The new newspaper logo enhanced its presence. - Over 50,000 salaried workers sang this song. - 77 million yen worth of media exposure from a limited budget. (ROI:1540%).

The Brief

Our goal was to increase sales with only a 5 million yen budget. We set numerical targets for more than 10 times worth of media exposure from a limited budget and a 10 percent increase of Daily GENDAI's sales.

Results

- The sales of Daily GENDAI rose 15%. The lyric raises sympathy. And the replaced newspaper or logo enhanced its presence. - Over 50,000 salaried workers sang this song. The experience to sing the song in karaoke built the bond which ties consumers and a Daily GENDAI. This leads consumers to buy more newspapers. - The released CD was ranked No.3 on Amazon. - 77 million yen worth of media exposure from a 5 million yen budget. (ROI : 1540%) The publicity in TV programs, radio programs and magazines were obtained. - The measure of Daily GENDAI was occasionally published as news in other newspapers. From now on, it will become a standard to use karaoke as a medium in advertisements targeted to workers.

Execution

STEP 1: Setting of character - We appointed the leading Japanese famous talent who has the image of a worker - We let him function as an icon of all communications. STEP 2: Processes to sing in karaoke - We performed outdoor advertising, press advertising, PR activity in conjunction with release of a CD and made salaried workers aware of it. - We circulated extra editions, broadcasted the song as BGM, and ran the promotion video in karaoke in order to prompt singing. - We replaced all of them with Daily GENDAI.

The Situation

The sales of main tabloid newspaper 'Daily GENDAI' had fallen.

The Strategy

There are only two 'enjoyments after work' of salaried workers in Japan. One is to read tabloid newspapers. And the other is to drink and sing karaoke. For the solution, we used karaoke that was the other enjoyment as a medium for communication. The number of karaoke rooms in Japan exceeds 128,000. It is the biggest medium that Japanese people do not know of. A mere advertisement will not be effective enough. Therefore, we produced music 'Forget the Past, Seize the day.' and released a CD single, that is able to receive empathy from salaried workers and performed each measure. We appointed the leading Japanese celebrity who has the salaried worker image and let him function as an icon of all communications.