Iwate Nippo: YOUR HAPPY NEWS IS OUR TOP STORY by Hakuhodo Tokyo for Iwate Nippo

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Industry Newspapers
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Art Director Azumi Maruyama
Designer Misugi Yokoo, Akihiro Azuma
Producer Gen Kashiyama, Takahiro Mori
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Print Gold

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Print
Advertiser/Client: IWATE NIPPO
Product/Service: IWATTE
Entrant Company: HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Media Agency: HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN

Business Development Superviser: Kaihei Uragami (HAKUHODO DY MEDIA PARTNERS)
Producer: Gen Kashiyama (IWATE NIPPO)
Producer: Takahiro Mori (IWATE NIPPO)
Chief Technical Media Producer: Kensuke Joji (HAKUHODO DY MEDIA PARTNERS)
Art Director: Azumi Maruyama (HAKUHODO DY MEDIA PARTNERS)
Development Manager: Tomomi Nakano (PLUS PLUS)
Development Department Manager: Mikihiro Hayashi (PLUS PLUS)
Corporate Officer: Shinich Hori (HAKUHODO)
Copy Writer: Tomohiko Kawanishi (HAKUHODO)
Designer: Akihiro Azuma (HAKUHODO)
Designer: MIsugi Yokoo (HAKUHODO)

Results and Effectiveness:
・2 million hits to the Iwate Nippo website since the launch of IWATTE
・151% increase in awareness of Iwate Nippo since the launch of the service according to a survey
・20% increase in young people wanting to join the company compared to the previous year
・100% maintenance of circulation since the launch of IWATTE
Creative Execution:
To create a new bond with readers as a “newspaper loved by local residents,” the newspaper decided to celebrate its readers’ good news. This is how IWATTE was born.

IWATTE is a special edition newspaper service that anyone can use to publish their news. Users can easily sign up online and then share their printed newspapers with friends and family.

We proposed the IWATTE system in which readers communicate their news to the newspaper, which would then print that news, because to a reader, happy news close to home is just as important as world news.

The service was embraced by a large number of readers and created a lot of buzz. After the service was launched, the buzz grew even larger and was eventually a hot topic among the media despite the fact that almost no advertisements had been run in the mass media.
Insights, Strategy and the Idea:
Iwate Nippo, a newspaper company in a rural Japanese town, faced the problems of dwindling circulation and a growing indifference towards newspapers amongst youth.

The newspaper needed something to help it break free from these trends and create a new bond with readers as a “newspaper loved by local residents”.

Although today’s world is applauded for its globalization, we focused on the local residents who are the newspaper’s clients and created a system in which individual readers could utilize the media power of the newspaper to communicate any type of good news, be it small, everyday types of happiness or huge, life-altering types of happiness.

The Promo / PR Ad titled Iwate Nippo: YOUR HAPPY NEWS IS OUR TOP STORY was done by Hakuhodo Tokyo advertising agency for product: Iwate (brand: Iwate Nippo) in Japan. It was released in Jun 2011.