Asahi Promo, Case study ECO BAG

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Industry Newspapers
Media Promo & PR, Case study
Market Japan
Released March 2009

Credits & Description

Category: Best Use of Newspapers
Date of First Appearance: Mar 20 2009 12:00AM
Entrant Company: CETUS & GENERAL PRESS, Tokyo, JAPAN
Creative Director: Yamamoto Tadaichi (The Asahi Shimbun)
Copywriter: Koyama Naoko (Cetus & General Press)
Art Director: Okada Kuniei (O-Thanks)
Art Director: Aoyama Shuhei (O-Thanks)
Designer: Doi Tomoyo (O-Thanks)
Photographer: Ogawa Takanori (Sharaku)
Editor: Nakata Tomofumi (Cetus & General Press)
Media placement: Newspaper Campaign - The Asahi Shimbun - 20 March 2009

Results and Effectiveness
The company's attitude toward tackling environmental issues has successfully been communicated to a great number of people. Many readers actually made eco-bags with the newspapers. The client received many photos showing eco-bags created by readers, and we found many blogs that explained different ways to make eco-bags. In addition, the ad was featured in a TV news programme as a unique advertisement addressing environmental problems. For Asahi Printech, the ad triggered an increase in orders on top of the usual newspaper printing.

Creative Execution
To help the company communicate with readers beyond the newspaper, we proposed to make eco-bags using old newspapers in an ad. We increased the speed and impact of our appeal by taking advantage of newspapers printed and delivered every day. Namely, we created an eco-bag using newspapers printed on the first day, took a photo of the bag, and then published it in the newspaper the next day together with instructions on how to make the bag.

Insights, Strategy & the Idea
Our purpose is to increase awareness of Asahi Printech, a printing company that mainly handles newspaper printing. We hope to establish the company as a general printer by expanding the number of orders for materials other than newspaper. Although the company prints newspapers for more than 8 million people every day, Asahi Printech is not generally well-recognised. Therefore, we are emphasising the company's high environmental concerns to keep pace with the increasing environmental awareness in society. Seeking ways to effectively use old newspapers, we offered a proposal to readers through a newspaper ad, printed by Asahi Printech, about making beautiful eco-bags with used newspapers. We have established a long-lasting communication between Asahi Printech and readers by highlighting the company’s environmental concerns.