In recent years, radio audiences are shrinking. Especially nhk-fm had an image problem from young people : It was seen as too serious and conservative with limited contents. In fact, nhk-fm rich contents cover from pops to anime songs, from noh plays to radio novels. On nhk’s 50th anniversary, we wanted to make people aware of their rich variety of programming.

At the time of nhk-fm`s 50th anniversary. To tell rich variety of programming for the young people ,we starred 33 well known nhk-fm celebrity personalities for the posters, not their "faces" but only their "ears". On the 3rd march "the ear-day" in japan, we loanched this campaign to make the buzz. We “hijacked” poster space in tokyo’s major stations. This "only ear campaign" doesn`t end with posters, we loanched tv commercials and special website.

In this "ear campaign", we focused on expressing the individuality of the 33 casts in their own graphics. We also interviewed each of them for 30 minutes on the theme of "what is radio for you?" the content extracted therefrom was used as a catch phrase and placed on each poster. This unusual graphic of celebrity ears was widely covered by the media and caused lots of sns buzz. TV commercials were also aired, and a special website featured audio interviews with each personality.

The results: Coverage by over 100 media,highest total visitors to an nhk campaign website, and highest ever engagement average session duration” over 9 minutes . Exclusively focusing on the ears of radio personalities, the campaign successfully communicated both the variety and abundance of nhk radio content and the channel’s unique value.