Asahi Shimbun Promo, Case study MASSAGING CIRCULATION by Hakuhodo Tokyo

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MASSAGING CIRCULATION

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Industry Newspapers
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Art Director Kayo Maeyama
Copywriter Takayoshi Kobayashi
Designer Takahiro Sato
Producer Mitsuki Kyo, Tomohiko Sato
Released November 2011

Credits & Description

Category: Best Use of Print
Advertiser: THE ASAHI SHIMBUN
Product/Service: THE ASAHI SHIMBUN
Agency: HAKUHODO
Media Agency: HAKUHODO DY MEDIA PARTNERS, Tokyo, JAPAN
Creative Director: Takayoshi Kobayashi (Hakuhodo)
Copywriter: Takayoshi Kobayashi (Hakuhodo)
Art Director: Kayo Maeyama (Hakuhodo)
Designer: Takahiro Sato (Tokyo Ad Designers)
Producer: Mitsuki Kyo (Hakuhodo DY Media Partners)
Producer: Tomohiko Sato (Hakuhodo DY Media Partners)
Media placement: Newspaper - The Asahi Shimbun - 21 November 2011

Insights, Strategy & the Idea
The Asahi Shimbun enjoys the second largest circulation in the world, but its place in the home has been taken over by the so-called ‘four screens’ (TV, PC, Phone, and Tablet). Circulation has declined. Our challenge: Revitalise the paper’s image as a valuable home media.

Creative Execution
They printed The Massage Circulation Ad featuring a diagram of acupressure points.
Cut out... slip on... and knead.
Easy enough for anyone to deliver a great massage.
The cut out section also served as a letter of gratitude.
The Massaging Circulation Ad connected families in ways digital media couldn’t.

Results and Effectiveness
Tweets, blogs, and e-zines mentioned the ad.
75% of the readers responded positively.
The ad is displayed at the Japanese Newspaper Museum, NEWSPARK.
And subscriptions stopped falling for a whole month.
Even more importantly, families began to gather around the newspaper again.