Why is this work relevant for Media?

This work is relevant for Media because it is designed to enhance the value of newspaper, the traditional yet disappearing media.

Background

・Newspaper circulation has been steadily declining in Japan, and many young people these days don’t read news in print anymore. ・We tried to create the situation where the young people get interested in newspapers and make them want to grab one.

Describe the creative idea/insights (30% of vote)

・We devided a 74-letter message into 74 newspapers, posting only one letter on each newspaper. ・People were able to read the complete message by connecting all 74 ads in order. ・Since one reader cannot get the whole message just by reading his/her newspaper, people kept on posting the photos of the ads on social media, looking for the hints.

Describe the strategy (20% of vote)

・Target audience: Young people who lost their interest toward newspapers ・Media planning & Approach: Campaign was designed to make young people want to upload the photos of the ads on social media.

Describe the execution (20% of vote)

・74 newspapers from all over Japan worked together and placed 74 different types of ads, all on the same day. ・The newspaper ads were photographed and were posted on social media by the young . ・The official website was updated every time new ad was posted on social media. ・Many people asked their friends/family on social media to open and read their newspapers so that they can reveal the whole message.

List the results (30% of vote)

・12,000 tweets generated in 9 days ・Over 35 million impressions in 9 days ・Worth 9.7 million dollars of earned media ・Received favorable responses toward the newspaper ad