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.

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.