Asahi Shimbun Promo, Case study EVOLUTION OF NEWSPAPER ADVERTISING by Hakuhodo Tokyo

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Industry Newspapers
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Art Director Azumi Maruyama
Designer Yusuke Masuda
Producer Kietaro Satoh, Kensuke Joji
Released January 2010

Credits & Description

Category: Best Use of Newspapers
Product/Service: NEWSPAPER
Date of First Appearance: Jan 8 2010 12:00AM
Team Leader: Mitsuki Kyo (Hakuhodo DY Media Partners)
Media Account Executive: Fumihiro Oka (Hakuhodo DY Media Partners)
Producer: Kietaro Satoh (Hakuhodo DY Media Partners)
Producer: Kensuke Joji (Hakuhodo DY Media Partners)
Art Director: Azumi Maruyama (Hakuhodo DY Intersolutions)
System Planner: Akira Masuzawa (Hakuhodo DY Intersolutions)
Development Engineer: Hiroya Domon (Hakuhodo DY Intersolutions)
Senior Creative Director: Yutaka Sugiyama (Hakuhodo)
Media Planning Director: Yoshiaki Imuta (Hakuhodo DY Media Partners)
Media Producer: Motoko Sakiya (Hakuhodo DY Media Partners)
Designer: Yusuke Masuda (Sugar)
Deputy General Manager: Yutaka Ito (The Asahi Shimbun)
Sales Manager: Shinntarou Hirai (The Asahi Shimbun)
Account Manager: Kensuke Shindo (The Asahi Shimbun)
Manager: Tsuyoshi Kobayashi (Hakuhodo DY Media Partners)
Executive Media Contents Producer: Tatsuro Sato (Hakuhodo DY Media Partners)
Development Management: Takahiko Sueyoshi (Koozyt)
Development Management: Atsushi Shinozaki (Koozyt)
Development Management: Akihiro Hara (Koozyt)
Technical Producer: Yuji Ayatsuka (Koozyt)
Media placement: Newspaper - The Asahi - 08/01/2010

Results and Effectiveness
The Asahi Shimbun’s strategic priority advertisers such as those in the automotive, travel, and motion pictures categories placed these new value-added advertisements, improving sales and producing new revenue source. Asahi Shimbun’s first quarter ad sales increased by $1 million. Video content viewership counted more than 10,000 and advertisers were content with the prospective of newspaper ads. This cutting edge technology used on newspaper ads also gained huge media publicity including Yahoo! and other major portal sites, as well as becoming one of the most talked about topics on social media such as blogs and Twitter.

Creative Execution
We developed a newspaper-ad app for iPhone, A-Clip, which is the first of its kind in Japan and is also a business platform giving new sustainable value to newspaper advertising. It gives the readers a new experience by combining newspaper and digital technology, and at the same time offers a solution to advertisers by providing clearer ROI assessment for their newspaper ads. All the reader has to do to enjoy a branded video clip or music is to simply hold the iPhone over a special marker on newspaper ad, and tap. This special marker with digital technology allows much easier and accurate recognition than a QR code, and has a high potential for future usage such as correspondence to AR.

Insights, Strategy & the Idea
Newspaper ad spend has been on a downtrend. In 2009, Internet ad outstripped newspapers, placing newspaper ads in the 3rd place. The Asahi Shimbun, with a circulation of 8 million copies, was struggling to maintain its subscriptions and stop its ad revenue from declining further. The Asahi Shimbun, together with our media agency, ventured to develop an all-new ad service to introduce a revolutionary way of experiencing newspaper ads, and have advertisers shift budget back to newspapers from online, all the while utilising the conventional newspaper rather than going digital. By nature, a newspaper could easily be carried around as mobile, and we utilised its mobility in developing a new app service; Connecting 24/7 media smart phone and newspaper, “A-Clip (Asahi Advanced Ad Clipping to go)”. Our mission was to create a Win-Win-Win value for all the participants—The Asahi Shimbun, advertiser, and the readers—by providing a sustainable ad service linking The Asahi Shimbun and the iPhone.