|Brand||THE MAINICHI NEWSPAPERS|
|Product / Service||THE MAINICHI NEWSPAPERS|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Shinya Nakagawa||Amana Inc.||Film Editor|
|Naoto Yoshioka||Amana Inc.||Retoucher|
|Yohei Yamada||Amana Inc.||Retoucher|
|Atsuhiro Shirahata||Amana Inc.||Photographer|
|Hayato Satomi||Amana Inc.||Assistant Producer|
|Yuta Sato||Amana Inc.||Producer|
|Hiroaki Takahashi||The Mainichi Newspapers||Producer/Business Development Department|
|Masashi Inagaki||The Mainichi Newspapers||Manager/Business Development Department|
|Atsushi Makino||The Mainichi Newspapers||Deputy General Manager/Advertising Division|
|Isao Asada||Dentsu Inc.||Media Planner|
|Shuntaro Kikuchi||Dentsu Inc.||Media Planner|
|Masahiro Sekimoto||Dentsu Inc.||Media Planner|
|Hideya Kuramoto||Dentsu Tec Inc.||Designer|
|Ken Yamada||Dentsu Inc.||Creative Director/Copywriter|
|Yoshinaka Ono||Dentsu Inc.||Creative Director/Art Director/Product Designer|
|Kosuke Takeshige||Dentsu Inc.||Creative Director/Copywriter|
In order to have young people rediscover the value of newspapers, we developed a medium that continuously increases the contact points between young people and the Mainichi Newspaper. In concrete terms, we changed the packaging of the mineral water that is bought by young Japanese each day into a newspaper, and over one month sold 31 varieties.
To activate communication between the Mainichi Newspaper and young people, who tend to read newspapers less these days.
When arranging the bottles of mineral water in the store, we replicated the packaging design of the real thing, copying the newspaper logo and the typeface, so it would look like real newspapers lined up for sale. Also, we succeeded in creating a new medium through using an advertising framework on the packaging. Also using AR technology incorporated into the bottle packaging, we made it possible for news updates to be read.
1. Achieved sales of an average 3,000 bottles per month per sales outlet, centering on the target, young people. 2. A world first! The topicality of the NEWS BOTTLE was reported as news in various media, successfully raising awareness about the Mainichi Newspaper among young people. 3. There have been many inquiries from other clients about using the NEWS BOTTLE for advertising, so we succeeded in creating new business for the newspaper company.