| Title | SOCIAL BOOKMARK |
| Brand | KODANSHA |
| Product / Service | PUBLISHER |
| Category | B03. Consumer Services |
| Entrant | 777INTERACTIVE Tokyo, JAPAN |
| Entrant Company: | 777INTERACTIVE Tokyo, JAPAN |
| DM/Advertising Agency: | 777INTERACTIVE Tokyo, JAPAN |
| 2nd DM/Advertising Agency: | TBWA\HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tomoki Harada | Tbwa\hakuhodo | Executive Creative Director |
| Hiroshi Hori | Hakuhodo | Executive Creative Director |
| Junya Masuda | 777interactive | Creative Director |
| Takaki Kobayashi | Hakuhodo | Creative Director |
| Tomoki Harada | Tbwa\Hakuhodo | Copywriter |
| Masayasu Fujimoto | Hakuhodo | Art Director |
| Toshihiro Kojima | N/A | Designer |
| Michinari Ito | Hakuhodo | Agency Producer |
| Mariko Kojima | Hakuhodo | Agency Producer |
| Yosuke Yokomaku | Hakuhodo | Agency Producer |
| Eisaku Miyashita | Tyo Inc. - Id Division | Interactive Producer |
| Soochul Kim | Tyo Inc. - Id Division | Interactive Producer |
| Yoshinobu Ishikawa | Tyo Inc. - Id Division | Interactive Director |
| Yujiro Hayashi | Tyo Inc. - Id Division | Flasher |
| Kenichi Higashi | Tyo Inc. - Id Division | Programmer |
| Junya Masuda | 777interactive | Planner |
| Joji Moro | Hakuhodo | Planner |
| Takaki Kobayashi | Hakuhodo | Planner |
| Kazuaki Kuribayashi | Hakuhodo | Planner |
| Takahiro Miura | Hakuhodo | Pr Planner |
The Japanese publishing industry was always worried. Bookstores were no longer a place where “people encountered books”. For most people, bookstores have become somewhere they purchase books they found online. It was important for us to create an innovative in-store presentation where people willingly picked up books they have never heard of.
Nowadays, people find books online, instead of in actual bookstores. Bookstores feel threatened and are filled with sense of crisis for their survival. By feeding back the numerous reviews left by readers online to bookstores via the Social Bookmark system, we were able to maximize the appeal of the actual bookstores.
We developed an in-store presentation system called “Social Bookmark”. Key items were “bookmarks” and bookmarked review by the readers submitted online. These reviews became “bookmarks” which one by one were placed in the in-store POP, becoming a part of a system created in sync with social media.
The impact of “Social Bookmark” led to an increase of 250% in numbers of people actually picking books up in bookstores. People were sifting through the pages, enjoying the bookmarked pages. This type of presentation was the first of its kind in the publishing industry, stirring up quite a buzz, bringing back the much awaited vigor in bookstores all over Japan.