The Brief

A continuous decrease of young newspaper readers in Japan has long been a nationwide concern. We approached 4 of the world's highest-circulation newspaper companies to create a joint advertising campaign to spark young people's interests in newspapers again, which is to complete a treasure map by gathering 4 pages from 4 different newspapers.

Describe how the promotion developed from concept to implementation

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 to collect stamps. The stamped map then becomes an application form for prizes. 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 average advertising campaigns. The participation rate also increased by 305%. Most of all, we succeeded in creating a new usage of newspaper.

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

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 average advertising campaigns. The participation rate also increased by 305%. Most of all, we succeeded in creating a new usage of newspaper.

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

We produced an opportunity of the contact of young people with newspapers by creating an advertising campaign that sparks young people's intersts and motivations to particiate.