| Title | NEWSPAPER FES!! |
| Brand | THE HOKKOKU NEWSPAPERS CO. |
| Product / Service | HOKKOKU NEWSPAPER |
| Category | B02. Use of Mobile Devices |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | DENTSU CREATIVE X Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| KYOSUKE FUKUOKA | DENTSU INC. | Creative Director / Planner / Copywriter |
| YOSHIYUKI IMOTO | DENTSU INC. | Planner / Art Director |
| JUNTA YOSHIKAWA | DENTSU INC. | Planner / Strategic Planner |
| SATOSHI HIROKAWA / NORIKAZU NAKAI | DENTSU INC. | Media Planner |
| YOSUKE SUGIOKA / MAO FUJIMOTO / RYOMA HIRATA | ADBRAIN Inc. | Designer |
| YUSUKE TOGASHI | DENTSU MUSIC AND ENTERTAINMENT INC. | Copywrite Manager |
| MASAFUMI FUJIOKA | DENTSU CREATIVE X INC. | Producer |
| ATSUSHI NAKAMURA | DENTSU CREATIVE X INC. | Production Manager |
| HIROSHI NAKAO | ASICA | Director |
| SHIGEO HATTORI / YUTA KOSHIZAWA | Qoncept, Inc. | AR Director / AR Developer |
| HIDEYUKI HASHIMOTO | Freelance | Cinematographer |
| MASAHIRO IBARAKI | Freelance | Gaffer |
| KAZUFUMI KIMURA | kimgym | CG Animation |
| SATORU YAMAZAKI | IMAGE Co., Ltd. | CG Animation |
| DAISUKE YAMAZAKI / HYUNJI KIM | Freelance | CG Animation |
| TORU MOROOKA | Freelance | Illustrator |
| NAOKI MORI | DENTSU INC. | Application Producer |
| NORIAKI OKADA | DENTSU INC. | Application Technologist |
| TAKASHI KASAI | CREEK & RIVER Co., Ltd. | Application Engineer |
The number of subscribers of the Hokkoku Newspaper has been decreasing year by year and we had to appeal to subscribers in a new way. The world’s first "NEWSPEPER FES!" , held on May 20th, was an experimental event to connect the traditional newspaper and leading-edge entertainment technologies We turned the local newspaper into a music festival venue by using the AR technology app for smartphones.
The performances were played over 30,000 times within a day and more than 100 online media picked up the event. It became a popular topic on social media and many young Hokkoku Newspaper readers tweeted that they were glad to be subscribers. Also, many of the May 20th edition of the Hokkoku Shimbun were sold on online auction websites.
In order to increase participation to the event, we placed teaser ads in the newspaper twice. On the day of the event, we handed out 900 free copies of the Hokkoku Shimbun in Harajuku, one of the most famous fashion and entertainment districts in Tokyo where many young people gather from all over Japan. We also made a short video explaining how to participate the event and released it online.
The data shows that the core readers of Hokkoku Newspaper are adults aged 50 or over. In order to attract young readers and stop the decline in subscribers, we came up with an event appealing to the younger crowd and invited 8 artists who are popular among young people.