YOUR HAPPY NEWS IS OUR TOP STORY by Hakuhodo Tokyo for Iwate Nippo

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YOUR HAPPY NEWS IS OUR TOP STORY

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Industry Public awareness
Media Ambient, Case study
Market Japan
Agency Hakuhodo Tokyo
Art Director Misugi Yokoo, Azumi Maruyama
Producer Gen Kashiyama, Takahiro Mori
Strategic Planner Eiichiro Yoshida
Released July 2010

Awards

Spikes Asia 2011
Promo & Activation Use of Media Gold
Direct Product & Service Silver

Credits & Description

Type of entry: Product/Service
Category: Consumer Products & Services
Advertiser: IWATTE NIPPO
Product/Service: IWATTE
Agency: HAKUHODO Tokyo, JAPAN
Creative Director / Copy Writer: Tomohiko Kawanishi (HAKUHODO)
Creative Director / Art Director: Akihiro Azuma (HAKUHODO)
Business Development Superviser: Kaihei Uragami (Hakuhodo DY Media Partners)
Producer: Gen Kashiyama (IWATE NIPPO)
Producer: Takahiro Mori (IWATE NIPPO)
Chief Technical Media Producer: Kensuke Joji (Hakuhodo DY Media Partners)
Strategic Planner: Eiichiro Yoshida (HAKUHODO)
Art Director: MIsugi Yokoo (HAKUHODO)
Art Director: Azumi Maruyama (Hakuhodo DY Media Partners)
Programmer: PLUS PLUS (PLUS PLUS)
Describe the brief from the client:
Iwate Nippo, a newspaper company in a rural Japanese town, faced the problems of dwindling circulation and a growing indifference towards newspapers amongst youth. The newspaper needed something to help it break free from these trends and create a new bond with readers as a “newspaper loved by local residents”. Although today’s world is applauded for its globalization, we focused on the local residents who are the newspaper’s clients and created a system in which individual readers could utilize the media power of the newspaper to communicate any type of good news, be it small, everyday types of happiness or huge, life-altering types of happiness.
Creative Execution:
We proposed the IWATTE system in which readers communicate their news to the newspaper, which would then print that news, because to a reader, happy news close to home is just as important as world news. The service was embraced by a large number of readers and created a lot of buzz. After the service was launched, the buzz grew even larger and was eventually a hot topic among the media despite the fact that almost no advertisements had been run in the mass media.
Describe the creative solution to the brief/objective.
To create a new bond with readers as a “newspaper loved by local residents,” the newspaper decided to celebrate its readers’ good news. This is how IWATTE was born. IWATTE is a special edition newspaper service that anyone can use to publish their news. Users can easily sign up online and then share their printed newspapers with friends and family.
Describe the results in as much detail as possible.
・2 million hits to the Iwate Nippo website since the launch of IWATTE
・151% increase in awareness of Iwate Nippo since the launch of the service according to a survey
・20% increase in young people wanting to join the company compared to the previous year
・100% maintenance of circulation since the launch of IWATTE
・The service was embraced by a large number of readers and created a lot of buzz.