HARDENING OF THE ARTICLES by Dentsu Kansai for AstraZeneca

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HARDENING OF THE ARTICLES

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Japan
Agency Dentsu Kansai
Director Tetsuya Coda
Art Director Takatoshi Nakao/ryo Fujii/kosuke Matsushita
Designer Yuji Kan
Released July 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: ASTRAZENECA/ SHIONOGI & CO.
Product/Service: HIGH CHOLESTEROL AWARENESS
Agency: DENTSU KANSAI
Date of First Appearance: Jul 21 2009 12:00AM
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Craetive Director: Takatoshi Nakao (Dentsu Kansai)
Copywriter: Takatoshi Nakao (Dentsu Kansai)
Art Director: Ryo Fujii (Dentsu Kansai)
Account Executive: Jun Ota (Dentsu Kansai)
Director: Tetsuya Coda (Monolith)
Designer: Yuji Kan (Monolith)
Media placement: Magazine - DIAMOND - 21/07/2009

Results and Effectiveness
Ten million people read the articles that appeared in a total of 7.7 million magazines published during the ad campaign. The articles make a huge impression not only on businessmen but other people across the nation, too. A survey conducted after the campaign revealed its success. Over 90% of businessmen who saw the article are now aware of the dangers of hardening of the arteries and 42% actually realised the need to consult with their doctors. Thanks to the ad campaign, cholesterol-themed specials have been airing on TV, public conferences have been opened all over the nation, lighting the flame for a great movement throughout Japan.

Creative Execution
We printed this new type of article over four months in 25 major magazines popular with businessmen.

Insights, Strategy & the Idea
The cholesterol of Japan's businessmen is a serious issue. One out of every three loses his life due to the progression of hardening of the arteries. Almost all Japanese businessmen commute by train. For example, they account for 72% of Tokyo commuters. To better themselves and gather useful information, the most popular way to pass the time to and from work is reading business magazines. In order to teach them of this danger, the magazines often read by businessmen on their way to work have begun to feature special articles. The contents were about cholesterol levels and health awareness. However, as they continued reading the article…the letters began to jam up until they were completely clogged at the end. The aim was to communicate the horrible truth that the readers’ arteries are rapidly hardening without any subjective symptoms even while they were reading the article.