Title | YOUR HAPPY NEWS IS OUR TOP STORY |
Brand | IWATTE NIPPO |
Product / Service | WEBSITE |
Category | A05. Best Use of Print or Standard Outdoor in a Promotional Campaign |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company: | HAKUHODO Tokyo, JAPAN |
Sales Promotion/Advertising Agency: | HAKUHODO Tokyo, JAPAN |
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 |
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.
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”.
・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.
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.