THE MOVING NEWSPAPER AD by Dentsu Inc. Tokyo for Honda

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THE MOVING NEWSPAPER AD

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Industry Cars, Hybrid Cars
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Shin Matsukawa
Executive Creative Director Takeshi Mizukawa
Art Director Yusuke Shirai
Copywriter So George Sugitomo
Designer Ryuichi Matsuda
Released November 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: HONDA MOTOR
Product/Service: INSIGHT HYBRID
Agency: DENTSU
Date of First Appearance: Nov 26 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.interactive-salaryman.com/pieces/sankeinewspaper_e
Executive Creative Director: Takeshi Mizukawa (Dentsu)
Creative Director: George Sugitomo (Dentsu)
Copywriter: George Sugitomo (Dentsu)
Art Director: Yusuke Shirai (Dentsu)
Agency Producer: Kazuhisa Suzuki (Dentsu)
Agency Producer: Tomonobu Yamazumi (Dentsu)
Interactive Designer: George Sugitomo (Dentsu)
Production Company: (Yappa Corporation)
Director: Shin Matsukawa (Yappa Corporation)
Designer: Ryuichi Matsuda (Yappa Corporation)
Programmer: Noritomo Inaba (Yappa Corporation)
Assistant Manager Automobile Marketing Officer: Hirokazu Hara (Honda)
Media placement: Mobile phone campaign - Sankei iPhone application - 26/11/2009

Results and Effectiveness
We created an innovative advertising platform everybody would want to see and use, and most importantly have new clients wanting to place new advertisements on it. Instead of trying to sell more advertising space to new clients, we created just one innovative interactive advertisement. 10 clients responded right away that first morning, and more flooded in for more information afterwards and this is still going on. Now using this new platform, new clients can easily create interesting moving ads on the Sankei iPhone application.

Creative Execution
We searched for just one perfect client to try out this new advertising experiment, which was HONDA. Using HONDA’s hybrid car “INSIGHT" we created a full-screen touchable ad. First everybody will notice the moving "INSIGHT" at the bottom of a page. But that is not all, after the car runs over the whole newspaper turning the newspaper into a sky, access to the “INSIGHT” homepage, direct phone calls, finding your nearest HONDA dealer using GPS coordinates, all by touching the screen only once was possible; all using functions unique to iPhone. Now it wasn't just a reduced size newspaper any more, it was an interactive moving newspaper!

Insights, Strategy & the Idea
Sankei Newspaper is a major newspaper selling more than 2,200,000 prints in Japan. Sankei launched a free iPhone application scanning a reduced-size of the morning paper which has 800,000 downloads; the most downloads in Japan as of February 2010. But not many advertisements were inserted in the iPhone application, leaving the advertising space all blank. The few space that were not blank were only the reduced size version of the normal newspaper which was difficult to read, dull and boring. Using this unique new media we wanted to create a new advertising platform nobody has ever seen, for both the readers and more for the future clients. So where are the future clients? They are sure to be within the readers of the Sankei Newspaper iPhone application already, since 75% of iPhone users are male businessmen.