Why is this work relevant for Media?

It's a work that attracted attention by renewing the newspaper media with the idea of ​​popping out ads.

Background

How can Mt. RAINIER, a healing coffee brand, provide healing for the spreading stress caused by Covid-19? How can they provide healing to those who cannot go to the sea because of Covid-19 on a Japanese holiday, Marine Day?

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

On Japanese holiday "Marine Day". For children who couldn't go out because of Covid-19, we delivered an analog newspaper with animals popping out. We borrowed an animal photoes from zoos that were forced to be shut down in the Covid-19 crisis.

Describe the strategy (20% of vote)

Especially in rural areas, people were more concerned about Covid-19 and refrained from going out. "Marine Day ", on which we launched the “pop-up newspaper ad”, is also the day summer vacation starts and families with children were highly stressed with the situation. So, we distributed newspapers mainly to families with children. We also used those animals for product packaging, which led to additional sales promotion.

Describe the execution (20% of vote)

The newspaper ads were 4 pages long. The first page is an "invitation to the sea" with the message "It's Marine Day, so I'll invite you into the sea." Pages 2-3 are spread out, and cute animals pop out of the sea. The tagline is "I came to see you from the sea to everyone who can't go to the sea", and the body copy describes our thoughts in Marine Day and Covid-19. And on the last page, cute and healing packages of Mt. RAINIER in collaboration with the aquariums are introduced.

List the results (30% of vote)

Although it was launched in a local newspaper, it spread nationwide on SNS, and on the day of Marine Day, it trended on Twitter and was mentioned in many articles. It's so popular that some people came all the way to the rural just to buy the newspaper. In addition, there was a post to a radio station by a listener who received and loved the newspaper ad, and it was picked up in the national broadcast. They all helped customers to perceive "Mt. RAINIER = healing". Combined with other measures, the sales also increased to 114% year on year.