OBJECTIVE / CHALLENGE: Rebirth of ASCII, from a computer magazine that began 30 years ago, to a business magazine. ASCII was famous only among people who knew PC very very well. This campaign aimed to get the attention of a new target: Businessmen. But the new target had no interest in ASCII. How could we create a buzz communicate to them that the magazine was being reborn?

RESULT: This motivated targets not only to submit more and more ideas, but also to talk about their ideas with each other. As a result, this campaign was covered on over 1,000 blogs, YouTube, newspapers, online news, etc. Tremendous publicity! ASCII’s rebirth issue sales +100%.

We selected tissue packs as core media instead of traditional media, because they can be distributed only to the targets, have wide variation, and can be used near PC. Distribution of Pocket Sized Tissue Packs at Terminals: We chose the best media to draw people to the website, pocket sized tissue packs! Actually, this is the nearest media to one’s PC. 100,00 tissue packs, with over 100 different funny parody ASCII covers were distributed at the terminals during morning rush hour.