YOUR HAPPY NEWS IS OUR TOP STORY

Gold Spike
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TitleYOUR HAPPY NEWS IS OUR TOP STORY
ClientIWATTE NIPPO
Product / ServiceWEBSITE
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company:HAKUHODO Tokyo, JAPAN
Sales Promotion/Advertising Agency:HAKUHODO Tokyo, JAPAN

The Brief

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.

Describe how the promotion developed from concept to implementation

Iwate Nippo, a newspaper company in a rural Japanese town, faced the problems of dwindling circulation and a growing indifference towards newspapers amongst youth. 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”.

Describe the success of the promotion with both client and consumer including some quantifiable results

・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 ・The service was embraced by a large number of readers and created a lot of buzz.

Explain why the method of promotion was most relevant to the product or service

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
Tomohiko Kawanishi HAKUHODO Creative Director / Copy Writer
Akihiro Azuma HAKUHODO Creative Director / Art Director
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
Eiichiro Yoshida HAKUHODO Strategic Planner
MIsugi Yokoo HAKUHODO Art Director
Azumi Maruyama Hakuhodo DY Media Partners Art Director
PLUS PLUS PLUS PLUS Programmer