SHARE THE NEWSPAPER WITH CHILDREN

Short List
TitleSHARE THE NEWSPAPER WITH CHILDREN
BrandTHE TOKYO SHIMBUN
Product / ServiceTHE TOKYO SHIMBUN
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Credits

Name Company Position
Takaaki Tezuka Taki Corporation Designer
Kenichiro Kuroiwa Taki Corporation Designer
Tomohisa Komiya Taki Corporation Designer
Yoichi Tsunekado Taki Corporation Designer
Tsukasa Yamamoto Taki Corporation Production Director
Kei Kohara Taki Corporation Production Producer
Hisanao Tenmyo Taki Corporation Production Producer
Hiroshi Kanou Taki Corporation Production Producer
Fumihiro Yokoyama Taki Corporation Production Producer
Tomoaki Miyata Dentsu Inc. Copywriter
Masashi Omae Dentsu Inc. Copywriter
Makoto Kanabayashi Dentsu Inc. Interactive Producer
Yasuo Kabasawa Dentsu Inc. Media Producer
Norihito Sako Dentsu Inc. Planning Director
Satoshi Ogawa Dentsu Inc. Agency Producer
Masaharu Kurosu Dentsu Inc. Creative Director/Art Director
Hirofumi Hayashi Dentsu Inc. Creative Director/Copywriter

Brief Explanation

The challenge was to create a future for newspapers at large. If newspapers become readable for children, they will contribute to family communication and to child education. So, we changed the newspaper into a medium read by both parent and child, and transform it into an educational tool for children with smartphones, their favorite toy. We created a new service using Augmented Reality, where a smartphone changes articles for adults into ones for children, making what were previously difficult articles on business, finance or politics become interesting subjects for children. Of course, the contents were the same as those for adults. As a result, this newspaper became a medium read by both parent and child (37% of user households, according to research conducted by the Tokyo Shimbun) and became an educational tool for children. We received a lot of feedback from parents that the newspaper helps to educate their children. The Tokyo Shimbun received new business opportunities: Several companies published ads targeting both parents and children in the Tokyo Shimbun. The kind of reaction we received can be seen in the number of AR reading app downloads: a +2100% jump.

Links

Entry URL