SILENT SHOUT

Short List
TitleSILENT SHOUT
BrandNIIGATA NIPPO CO.
Product / ServiceNIIGATA NIPPO
CategoryB08. Use of Broadcast
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Media NIIGATA HAKUHODO, JAPAN
Production CRAY Tokyo, JAPAN

Credits

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

The Campaign

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.

Creative Execution

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.

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

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.

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

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.

Links

Website URL