The entirely new creation process of newspaper ads in social media age.

We were forced to break the record for reflecting real time news on the daily newspaper which was supposed to be impossible. It enabled through close cooperation between a client, newspaper publisher, and the team of creators.

We posted Today’s hug on social media and analysed user’s behavior.

The insights found by data were reflected the creative process to make more favorable ads.

We also made special goods such like T-shirts and bags to approach non-newspaper-readers from another side.

We continuously reached 7.6 million readers every day for 184 days, earning over 1.3 billion impressions.

The newspaper readers gave much positive feedback.

New fans started taking action to gather and scrapbook the ads.

Official web site page view: 2.5million, 180%+

Twitter followers: 65fold+

The total Facebook likes: 700K+, Active user 280%+

*pre-campaign comparison