Title | NEWS BOTTLE |
Brand | THE MAINICHI NEWSPAPERS |
Product / Service | THE MAINICHI NEWSPAPERS |
Category | A05. Best Use of Print or Standard Outdoor in a Promotional Campaign |
Entrant | DENTSU 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 |
The purpose of the campaign was to activate communication between the Mainichi Newspaper and young people, who tend to read newspapers less these days.
Focused on bottles of mineral water, which young people in Japan buy every day. The packaging on the bottle was prepared in newspaper form, and 31 types went on sale over one month. In order to make it easier for young people to buy the product, 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, we achieved sales of 3,000 bottles per month per sales outlet.
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.
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, from the perspective of the target 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.