The Brief

Today, more and more people are spending less time on reading books. People are used to short text messages such as Facebook and Twitter so that books are too long for them. But if it is “One sentence”, people can read and share it easily. “My Favorite Phrase” is campaign which people will pick one sentence that they liked the most and share it with others. Then we curated the book store all over Japan with those sentences which are picked by celebrities. We also applied this idea to school education and that showed a successful change in our education.

Describe how the promotion developed from concept to implementation

Everyone has a time to read “One sentence” no matter how busy they are. Even if you are not so smart, you can read “One sentence.” “One sentence” is the most sharable unit in this information society, such as Facebook and Twitter. One sentence is the very first unit that people will read to get to know a book. It gives people an opportunity to know about it. It all starts from sharing one single sentence and that gives people chance to meet a new book. The ultimate purpose of this campaign is to let people used to read books.

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

While the sales of books are decreasing as a whole, we succeeded in avoiding downturn, staying the same sales compared to the previous year. More than 1000 people participated and shared “my one sentence” on the web, such as Twitter and Facebook, and the number of participants on educational purpose has reached over 20,000.

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

We have collected the most impressive one sentence from 200 celebrities and changed the book store to exhibit space. This made customers stay longer at book stores and increased touch points between customers and books. This idea was also introduced in school education, and the number of students who participated in “My Favorite Phrase” reached 20,000. Rather than advertisement, this is a movement together with book stores and schools which continues to spread.