The Brief

To increase the readers of the newspaper by using a digital device.

Describe how the promotion developed from concept to implementation

To increase the readers of newspapers, media for adults, we focused on the new target, children. We created a new service that newspaper articles for adults changed to ones for children by smartphones which children love.

Describe the success of the promotion with both client and consumer including some quantifiable results

The 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.

Explain why the method of promotion was most relevant to the product or service

We had two reasons. Firstly, we connected the old media newspapers and the latest medium smartphones. Secondary, we gave the new values to newspapers, such as education tool for children and parent-child communication tool.