Kodansha Promo, Case study RIDE! RIDE! by Dentsu Inc. Tokyo, Robot Communications

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: KODANSHA
Product/Service: PHONE BOOK
Agency: DENTSU
Agency: ROBOT COMMUNICATIONS
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.mobileart.jp/phonebook/award/index_en.html
: Yuki Kishi (Dentsu)
: Saori Watanabe (Dentsu)
: Masaharu Kurosu (Dentsu)
: Yosuke Murai (Dentsu)
: Takayuki Fukatsu (Art & Mobile)
: Takuma Mori
: Shinya Kishiro (Robot Communications)
: Takahiro Matsumoto (Robot Communications)
: Yasuhiro Kawasaki (Robot Communications)
: Emi Matsumoto (Robot Communications)
: Maki Itoh (Robot Communications)
: Tomoko Tanaka (Robot Communications)
: Takashi Sugisaki
: Koji Mito (aiin)
: Hideaki Sasaki (ONPa)
Media placement: iPhone application - iPhone - 30/4/2010

Results and Effectiveness
More than 200,000 people watched the demo movie within 2 weeks.

Creative Execution
We reconsidered the value of print media which are: 1) the enjoyment of turning over the pages and 2) the feeling of paper texture which digital devices do not have. We were combined a traditional print media 'Picture Book' and the latest digital device 'iPhone' together. We named it 'Phone Book'.

Insights, Strategy & the Idea
Because of the rise of digital devices such as iPhone, Kindle and iPad, Japanese publishing company 'KODANSHA' was feeling a sense of crisis about print media, especially about books. Our objective was to produce some kind of new style books which combined print media and a digital device.