TALKING NEWSPAPER by Dentsu Kansai for The Yomiuri Shimbun

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Industry Newspapers
Media Promo & PR, Case study
Market Japan
Agency Dentsu Kansai
Director Masato Yamaguchi, Nobuaki Hayakawa, Hideki Sakakibara, Ayumi Takubo
Creative Director Furoshiki
Art Director Ai Ishimatsu, Gaku Ogaki
Copywriter Daisuke Aoki, Kaori Okui, Yusuke Hiza, Sachiko Tsuchiya, Takahiro Tanimura, Shuhei Nakazawa
Designer Kohei Makita
Producer Hijiri Mochihara, Hideaki Imanishi
Photographer Kunihiko Okada
Editor Yuichi Kamiyoshi
Released July 2009

Credits & Description

Category: Best Use of Newspapers
Product/Service: NEWSPAPER
Date of First Appearance: Jul 11 2009 12:00AM
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Creative Director: Furoshiki (Dentsu Kansai)
Copywriter: Daisuke Aoki (Dentsu Kansai)
Copywriter: Takahiro Tanimura (Dentsu Kansai)
Copywriter: Shuhei Nakazawa (Dentsu Kansai)
Copywriter: Kaori Okui (Dentsu Kansai)
Copywriter: Yusuke Hiza (Dentsu Kansai)
Art Director: Ai Ishimatsu (Dentsu Kansai)
Producer: Hijiri Mochihara (Dentsu Kansai)
Producer: Hideaki Imanishi (Dentsu Kansai)
Director: Masato Yamaguchi (Dentsu Kansai)
Director: Nobuaki Hayakawa (Dentsu Kansai)
Director: Hideki Sakakibara (Dentsu Kansai)
Director: Ayumi Takubo (Dentsu Kansai)
Photographer: Kunihiko Okada (Dentsu Kansai)
Art Director: Gaku Ogaki (Coltex)
Designer: Kohei Makita (Coltex)
Copywriter: Sachiko Tsuchiya
Production Manager: Katsunari Miyagaki (Dentsu Tec)
Production Manager: Takahiko Fukumori (Dentsu Tec)
Editor: Yuichi Kamiyoshi (Dentsu Tec)
Media placement: Newspaper - THE YOMIURI SHIMBUN - 11 July 2009

Results and Effectiveness
46,000 accesses were recorded, with a 15.1% increase in ad contact. 82.9% users enjoyed it with their families - the humble newspaper regained its talked-about value around the breakfast table.

Creative Execution
Our strategic solution by joining forces with mobile phones is the “Talking Newspaper”. On a special edition of the Yomiuri Shimbun, extra content encrypted into QR codes allowed users to interact with news and ads. Decoding with mobile phones triggers animated voice and action clips, adding a new dimension and new possibilities to the newspaper.

Insights, Strategy & the Idea
To revive the image and readership of newspaper, especially among young people, in light of the tough competition with mobile phones. Without head-on confrontation with mobile phones, we aim to position the Yomiuri Shimbun as the innovative voice by leveraging on interactive media that interests young people.