Media > Product and Service
COMIC SHOGAKUKAN BOOKS
DENTSU, Tokyo / SHOGAKUKAN / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
This is an advertising campaign carried out by the major Japanese publisher Shogakukan to promote the sales of “Comic Shogakukan Books,” a service distributing comics, or “Manga”, on mobile phones. Famous “Manga” characters such as “Doraemon” have been redesigned into advertising visuals with assemblage of two-dimensional bar codes containing URL data. Impressive communication has been achieved by providing direct access to “Comic Shogakukan Books” with reading of two-dimensional codes in ads posted in various media with mobile phones. Moreover, pop culture towns in Japan were made even more entertaining by visualizing two-dimensional bar codes in forms of “Manga” characters.
Effectiveness
By developing a system that allows people to gain direct access to “Comics Shogakukan Books” contents from ad visuals made up of two-dimensional bar codes, volumes of access and sales have grown by 160% compared to the figures before the campaign was launched.
Execution
From the second half of November 2006, TV commercials and magazine ads were launched nationwide, and for about a week starting November 25, posters column wrapping ads, and outdoor video display billboards were posted simultaneously in Tokyo, Osaka and other major Japanese cities. Instant access to the Manga content was realized by making advertising visuals consisting of two-dimensional bar codes containing URL data function as entrances to the “Comic Shogakukan Books” contents.
MediaStrategy
Our primary target is the young people who are heavy users of mobile phones. We have succeeded in attracting their strong interest by connecting Manga and mobile phones, both widely popular icons of Japan’s subculture.
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