Title | SILENT SHOUT |
Brand | NIIGATA NIPPO CO. |
Product / Service | NIIGATA NIPPO |
Category | B08. Use of Broadcast |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Media | NIIGATA HAKUHODO, JAPAN |
Production | CRAY Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takeshi Anzai | cRay | Production Producer |
Asami Seki | cRay | Production Manager |
Airo Takanohashi | HAKUHODO INC. | Executive Creative Director |
Koichi Kusakabe | HAKUHODO INC. | Creative Director |
Shuhei Kuwabara | HAKUHODO INC. | Art Director |
Kei Hirasa | HAKUHODO INC. | Copywriter |
Katsuya Aonuma | HAKUHODO INC. | Planner |
Takumi Bannai | NIIGATA HAKUHODO INC. | Account Director |
Masae Sato | NIIGATA HAKUHODO INC. | Account Manager |
Takuro Kobayashi | NIIGATA HAKUHODO INC. | Account Manager |
Satoshi Tanaka | cRay | Director |
Although everyone recognizes the issues around them and the importance of speaking out about them, people have a tendency to ignore local stories. We made use of three singular TV commercials to point out that the voices of local residents are being buried in an avalanche of information and that the voices which should be heard are not being heard. The TV commercials raised awareness of these silent shouts and gave them a voice.
We created TV commercials with as much audio data removed as possible without violating regulations on Niigata’s local broadcast stations. Large numbers of the extra edition were distributed in the areas surrounding the client’s head office, which is located not far Niigata Station.
Visitors to the website increased by 400 percent, and a huge number of comments appeared on Twitter and other websites. People began paying attention to local issues, and subscription applications to the paper soared by 210 percent, compared to before the campaign. More than anything, through this campaign, we succeeded in reminding people about the necessity of local newspapers.
Voices are an essential element of nearly all TV commercials we are used to seeing. By deliberately removing the voices from these TV commercials, we successfully created a buzz and a conversation among the viewing public. We also replicated the newspaper media format on a website and in graphics to drive home the message to the target audience that the newspaper is the media that best delivers local voices.
We deliberately muted the voice tracks in three TV commercials that portrayed local issues. After the TV commercials stirred up a great deal of controversy, the details of the stories and the intention behind the commercials were revealed in an extra edition of the newspaper and the complete videos were published on a website.