Media > Specialist Category

DISCOVER THE TRUTH

DENTSU, Tokyo / KADOKAWA CORPORATION / 2005

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image

Overview

Credits

Overview

Audience

Japan is a major power in movies, animation and games. Along with widespread use of the Internet and mobile phones, book reading is declining. Considering this, how can Kadokawa (book publisher) direct public interest to books in a country having the world's largest number of publications? Solution: the company began communicating its message, "Discover the truth", creating its own publishing brand image as a library of discoveries.

Effectiveness

Through "participation", we not only generated strong recognition but established a strong emotional bond. According to the research conducted in the ninth month of the campaign, we won 52.9% recognition. Designation of Kadokawa as reader's choice was stimulated, and monthly sales rose 14.7% in February 2005.

Execution

Because of the flood of advertisements, posters placed in stations can rarely make passersby stop or look at them. With our innovative approach of participative-style posters, people actually touched or sent email photos of the posters to their friends. After attracting attention at the spot, recognition spread via publicity and word-of-mouth. Various insightful message were communicated continuously while the items were in use, making the everyday living of the readers their form of participation in the campaign.

MediaEffort

According to the results of media insight survey, we discovered that everyone wants to "participate" in advertising. Everyone picked up the message so that they could actively involve themselves. In order to share excitement with friends, we executed intensive exposure named "gallery of discovery" after negotiating with stations frequented by youth. Starting from this, the message was repeatedly conveyed while the items were in use.

MediaStrategy

After negotiation, intensive advertising was executed at stations frequented by youth. A gallery of discovery consisting of fifty "participative style" posters, each different and posted successively as a continuous series, was set up. It attracted magazine coverage and attracted 100,000 people in one week. A participation section was opened, asking readers to submit their own personal discoveries. The materials were used in actual advertisement copy. More than 10,000 entries were received in nine months. Giveaways were designed to be consistent with the concept of "discovery". The multiple insightful messages became synonymous with actual participation by contacting various touchpoints.

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