CategoryA02. Best Use of Magazines/Newspapers
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN


Name Company Position
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
Kosuke Takeshige Dentsu Inc. Creative Director/Copywriter

Results and Effectiveness

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.

Creative Execution

We succeeded in expanding the newspaper medium beyond the existing paper page. In concrete terms, it became possible to read the newspaper on a PET bottle. Also, by instituting an advertising framework on the PET bottle we succeeded in creating a new medium. We succeeded in maximizing the campaign, by extending the advertising media beyond the regular newspaper advertising and Web sites into sports events, lecture meetings and schools etc, where young people drink mineral water.

Insights, Strategy and the Idea

The purpose of the campaign was to activate communication between the Mainichi Newspaper and young people. The packaging on the bottle was prepared in newspaper form, and 31 types went on sale over one month. We applied an advertising framework to the packaging and reduced the product price to an affordable level for young people. Also we made it possible for news updates by using AR technology incorporated into the bottle packaging. As a result, from Mainichi Newspaper’s perspective we succeeded in newly creating points of contact between young people and the newspaper. Also by creating an advertising framework on the bottle packaging, we succeeded in creating a new advertising medium. On the other hand, for young people, they were able to read the newspaper for free by buying a bottle of mineral water, so the NEWS BOTTLE became an easy-to-access source of information.