Results and Effectiveness

- 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 tie consumers and a Daily GENDAI. This leads consumers to buy newspaper. - The released CD was ranked No.3 at Amazon. - 77 million yen worth of media exposure from a limited budget. (ROI:1540%) TV programs, radio programs, magazines and more. - The measure of Daily GENDAI was occasionally published as news in other newspaper.

Creative Execution

STEP 1 : Setting of character - We appointed the leading Japanese famous talent who has the salaried worker image. - 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 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.

Insights, Strategy and the Idea

There are only two 'enjoyments after work' of salaried workers in Japan. One is to read tabloid newspaper. And the other is to drink and sing in 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 media 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, that is able to receive empathy from salaried workers and performed each measure.