Ichiro Times Promo, Case study NEWSPAPER VALUE IS REDISCOVERED by Hakuhodo DY Media Partners Tokyo

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Industry Online Press, Media & Information
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo DY Media Partners Tokyo
Producer Gou Koshiyama
Released September 2010

Credits & Description

Category: Best Use of Print
Product/Service: ICHIRO TIMES
Date of First Appearance: Sep 27 2010
General Manager of Business Division: Yuji Yoshii (SANKEI SPORTS NEWS)
General Manager of Advertising Division: Yasuhiko Yano (THE SPORTS NIPPON NEWSPAPERS)
Director/Chief Advertising Officer: Masahiko Toshima (THE HOCHI SHIMBUN)
Director of Advertising Bureau: Hisashi Imade (THE DAILY SPORTS)
Director of Advertising Bureau: Yoshiro Ido (TOKYO CHUNICHI SPORTS)
Executive Manager of Sales Group: Koichi Shiota (THE NIKKAN SPORTS NEWS)
Media Produce Supervisor of Newspaper Division, Business Development Department: Tsutomu Goto (HAKUHODO DY MEDIA PARTNERS)
Executive Manager of Newspaper Division, Business Development Department: Masatsugu Yabe (HAKUHODO DY MEDIA PARTNERS)
Director of Newspaper Division, Business Development Department: Tomohiko Sato (HAKUHODO DY MEDIA PARTNERS)
Producer: Gou Koshiyama (HAKUHODO DY MEDIA PARTNERS)
Business Development Staff: Junpei Kosaka (HAKUHODO DY MEDIA PARTNERS)
Group Manager: Yasutoshi Hiratsuka (HAKUHODO DY MEDIA PARTNERS)
Sports Event Division/ Sports Marketing Department: Katsutoshi Iwasa (HAKUHODO DY MEDIA PARTNERS)
Media Producer/ Interactive Division: Yozo Itonaga (HAKUHODO DY MEDIA PARTNERS)
Creative Division/Creative Director: Ryuta Tanaka (HAKUHODO)
Creative Directer: Koichiro Shima (HAKUHODO KETTLE)
Copy Writer: Thoshi Morikawa (HAKUHODO KETTLE)
Creative Division/Copy Writer: Norihito Takahashi (HAKUHODO)
Creative Division/Art Director: Kazuki Okamoto (HAKUHODO)
Creative Division/Art Director: Shuntaro Yamashita (HAKUHODO)
Media placement: Newspaper Ad - SANKEI SPORTS NEWS - 25 September 2010
Media placement: Newspaper Ad - THE SPORTS NIPPON NEWSPAPERS - 25 September 2010
Media placement: Newspaper Ad - THE HOCHI SHIMBUN - 25 September 2010
Media placement: Newspaper Ad - THE DAILY SPORTS - 25 September 2010
Media placement: Newspaper Ad - TOKYO CHUNICHI SPORTS - 25 September 2010
Media placement: Newspaper Ad - THE NIKKAN SPORTS NEWS - 25 September 2010
Media placement: Newspaper - ICHIRO TIMES - 27 September 2010

Insights, Strategy & the Idea
The Japanese newspaper industry is in serious decline, as it is in other countries.
With the expansion of digital media as well as decreases in circulation and advertising income, they were losing the power they used to have.
Among other sport newspapers decline was remarkable. Six major papers were struggling to find the way to survive hard times.
Ichiro, a top hitter in Major League Baseball, has been a hero for sport papers for many years.
In 2010, this samurai who made Japan proud, was about to became the first Major Leaguer to record 200 hits in 10 consecutive seasons.
Our team launched a project to maximize the news value and to consequently revitalize the sports paper industry.
The sports paper industry concentrated all of their wisdom to create the special sport paper only featuring Ichiro: ICHIRO TIMES.

Creative Execution
The standard is the same as ordinary sports papers, but ICHIRO TIMES is entirely about Ichiro.
Reporters and editors from six newspapers worked together to assemble selections of intriguing articles in the past 10 years after Ichiro transferred to Major League.
Articles were selected not only from the ones involving baseball, but articles about him including the ones in the social, economic, and entertainment sphere.
It also carried the front pages of all six papers reporting his accomplishments.
Every advertiser that has signed with put their ads on ICHIRO TIMES.
It gathered numerous full-size ads for the first time in years.
It provides a wide range of articles from accurate data analysis to a Twitter section people can join, so that anyone from hardcore fans to casual fans can enjoy.
It became available at station stands and convenience stores in the first week after Ichiro made the record.

Results and Effectiveness
The first newspaper supported by six newspapers.
Many tabloid and news programs picked up the news, and numerous people tweeted.
ICHIRO TIMES became the third most searched word on the first day, and quickly sold out in stores.
We started taking mail order on a large scale, which grew even more sales.
People treated it not as a daily paper they dispose of after they read, but a good memento they would keep for life.
ICHIRO TIMES realised the new potential of sports papers, backed up by $500,000 of advertising earnings and 200,000 gross circulations.