Title | TREASURE MAP OF NEWSPAPERS |
Brand | YOMIURI SHIMBUN/THE ASAHI SHIMBUN/THE MAINICHI NEWSPAPERS/THE NIKKEI |
Product / Service | NEWSPAPER |
Category | A02. Use of Magazines/Newspapers |
Entrant | DENTSU CHUBU Nagoya, JAPAN |
Entrant Company | DENTSU CHUBU Nagoya, JAPAN |
Advertising Agency | DENTSU CHUBU Nagoya, JAPAN |
Production Company | IMPACT TAKI Nagoya, JAPAN |
Name | Company | Position |
---|---|---|
Yoshiyuki Imoto | Dentsu Inc. | Art Director |
Haruku Fukuta | Dentsu Inc. | Copy Writer |
Shinkichi Hirai | Dentsu Inc. | Producer |
Amy Shimizu | Dentsu Inc. | Translator |
Shunsuke Shiraishi | Dentsu Inc. | Account Planer |
Masatoshi Akita | Dentsu Inc. | Account Planer |
Koji Fuji | Impact Taki Co./Ltd | Designer |
Hisao Matsumiya | Impact Taki Co./Ltd | Illustrator |
Yoshihiro Ozaki | DARUMA | Photographer |
Mily Kumagai | Zaxx Inc. | Editor |
Satoru Ozawa | Itoubigeisha Seihanjo Co./Ltd | Printing Director |
Masayo Nishikawa | Maisonette Inc. | Stylist |
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.
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.
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.