YOUR HAPPY NEWS IS OUR TOP STORY

Short List
TitleYOUR HAPPY NEWS IS OUR TOP STORY
ClientIWATE NIPPO
Product / ServiceIWATTE
CategoryA02. Best Use of Magazines/Newspapers
EntrantHAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Entrant Company:HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Media Agency:HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN

Results and Effectiveness

2 million hits to the Iwate Nippo website since the launch of IWATTE 151% increase in awareness of Iwate Nippo since the launch of the service according to a survey 20% increase in young people wanting to join the company compared to the previous year 100% maintenance of circulation since the launch of IWATTE

Creative Execution

To create a new bond with readers as a 'newspaper loved by local residents,' the newspaper decided to celebrate its readers' good news. This is how IWATTE was born. IWATTE is a special edition newspaper service that anyone can use to publish their news. Users can easily sign up online and then share their printed newspapers with friends and family. We proposed the IWATTE system in which readers communicate their news to the newspaper, which would then print that news, because to a reader, happy news close to home is just as important as world news. The service was embraced by a large number of readers and created a lot of buzz. After the service was launched, the buzz grew even larger and was eventually a hot topic among the media despite the fact that almost no advertisements had been run in the mass media.

Insights, Strategy and the Idea

Iwate Nippo, a newspaper company in a rural Japanese town, faced the problems of dwindling circulation and a growing indifference on the part of youth towards newspapers. The newspaper needed something to help it break free from these trends and create a new bond with readers as a 'newspaper loved by local residents. ' Although today's world is applauded for its globalization, we focused on the local residents who are the newspaper's clients and created a system in which individual readers could utilize the media power of the newspaper to communicate any type of good news, be it small, everyday types of happiness or huge, life-altering types of happiness.

Credits

Name Company Position
Kaihei Uragami Hakuhodo DY media partners Business Development Superviser
Gen Kashiyama IWATE NIPPO Producer
Takahiro Mori IWATE NIPPO Producer
Kensuke Joji Hakuhodo DY media partners Chief Technical Media Producer
Azumi Maruyama Hakuhodo DY media partners Art Director
Tomomi Nakano PLUS PLUS CO.,LTD Development Manager
Mikihiro Hayashi PLUS PLUS CO.,LTD Development Dept.Manager
Shinich Hori Hakuhodo Corporate Officer
Tomohiko Kawanishi Hakuhodo Copy Writer
Akihiro Azuma Hakuhodo Designer
Misugi Yokoo Hakuhodo Designer