Kinki University Promo, Case study ADMISSION FORMS TO SAVE TREES! by Dentsu Inc. Tokyo, Rissi Inc

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Industry Education
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Noki Egami
Art Director Taichi Sayama, Makoto Sugahara
Designer Yasuaki Kiyoku
Agency Rissi Inc
Released April 2013

Credits & Description

Category: Corporate Image & Information
Advertising campaign: ADMISSION FORMS TO SAVE TREES!
Creative Director: Noki Egami (Dentsu )
Art Director: Makoto Sugahara (RISSI)
Designer: Yasuaki Kiyoku (RISSI)
Copywriter/Planner: Asako Sato (Dentsu )
Print: Hisanori Takai (Graph )
Art Director: Taichi Sayama (Dentsu )
Copywriter/Planner: Ryo Nogami (Dentsu )

This novel method meant a Japanese university attracted much public attention. Although, advertising fees were only ¥400,000, coverage by major newspapers and news web sites was the equivalent of 32.9 million yens. Moreover, the university’s rate of on-line admissions skyrocketed from 3.4% the previous year to 70.3%.

Using the admission forms themselves as media, we printed a message on them asking prospective students to completely stop using the same kind of printed forms and posted them in Osaka Station - the busiest railway station in western Japan. Using last year’s leftover admission forms as advertising media not only informed the public of the huge amounts of papers that was used, but also prompted applicants to be more environmentally conscious.

As part of its environmentally conscious measures, Kinki University, which had used more than 100 tons of paper every year to print and send admission forms, decided to eliminate printed forms from the following academic year. Therefore, it needed to inform prospective students of this shift to on-line admissions. However, since the budget was limited, a creative method was required to advertise this message in a single location where the students would come in contact with it and spread it by word of mouth. Therefore, we devised an idea to reuse last year’s leftover admission forms as media.