Results and Effectiveness

The campaign achieved a growing number of young people buying all 4 newspapers to complete the map, becoming a popular topic across social media. During the campaign, the number of young readers increased by 275% compared to averageadvertising campaigns. The participation rate also saw a growth of 305%. Most of all, we succeeded in creating a new usage of newspapers.

Creative Execution

The most important mission of our media team was to pursuade 4 of the world's top newspaper companies to purchase advertising spaces from each newspapers on the same day at a cheapest price as possible. We also created a special website to foster the participation rates of the campaign.

Insights, Strategy and the Idea

Objectives: A continuous decrease of young newspaper readers in Japan has long been a nationwide concern. Thus, we approached 4 of the world’s highest-circulation newspaper companies to create a joint project to spark young people’s interests in newspapers again. Strategy: We produced a giant Japanese traditional treasure map which can only be completed by gathering 4 pages from 4 newspapers. Participants find checkpoints in the real world by hints shown on the map to collect stamps. The stamped map then becomes an application form for prizes. Result: The campaign achieved a growing number of young people buying all 4 newspapers to complete the map, becoming a hot topic across social media. During the campaign, the number of young readers increased by 275%. The participation rate also saw a growth of 305% relative to average advertising campaigns. Most of all, we succeeded in creating a new usage of newspaper.