Why is this work relevant for Brand Experience & Activation?

When our world went dark due to the COVID-19 stay-at-home period, we took advantage of the newspaper’s characteristic - ‘delivery to homes on a daily basis’ - and succeeded to provide a new newspaper experience that brightens up the home. In addition, the sales for the Tokyo Shimbun back issues achieved the highest number of copies in history. Furthermore, it also contributed to improving the brand’s favorability.

Background

In Japan, May 4th is a national holiday, called the ‘Midori-no-Hi,’ or Green Day and all metropolitan zoos are available for free every year on this day. However, an exception was made this year due to the COVID-19 stay-at-home period and the zoos had to be closed and could not offer free admission. Therefore, in collaboration with the Zoological Park Society, we launched a project to connect with the users.

Describe the creative idea (20% of vote)

“If we cannot have you go to the zoo, why not have the animal come to you?” A full-sized photo of the panda, Xiang Xiang at the Ueno Zoo was split into six parts/times to be published consecutively starting from May 4th. The life- sized, Xiang Xian was reproduced in each home by connecting with the other pieces just like a puzzle.

Describe the strategy (20% of vote)

We provided uplifting news, for people who were feeling depressed during the stay-at-home period, especially children and for those who were let down for not being able to see the panda with the zoo being closed.

Describe the execution (30% of vote)

A full-scale size photo of the panda, Xiang Xiang at the Ueno Zoo was split into six parts/times to be published consecutively for three days starting from May 4th. In addition, the PDF version has also been released for free to be able to reach people outside the publishing circulation area.

List the results (30% of vote)

4,320 posts of people enjoying putting together the image pieces were made on to social media, and the newspaper company received an unprecedented number of favorable reviews. The newspaper back issues sold out immediately, recording the highest number of sales in history. One after another, many people made positive comments, such as “I want to go see Xiang Xiang when the current situation calms down.”