Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: KODANSHA
Product/Service: PUBLISHER
Agency: 777INTERACTIVE
Interactive Director: Yoshinobu Ishikawa (TYO - ID Division)
Executive Creative Director: Tomoki Harada (TBWA\HAKUHODO)
Planner: Junya Masuda (777interactive)
Planner: Joji Moro (Hakuhodo)
Pr Planner: Takahiro Miura (Hakuhodo)
Executive Creative Director: Hiroshi Hori (Hakuhodo)
Creative Director: Junya Masuda (777interactive)
Creative Director: Takaki Kobayashi (Hakuhodo)
Agency Producer: Yosuke Yokomaku (Hakuhodo)
Copywriter: Tomoki Harada (TBWA\HAKUHODO)
Art Director: Masayasu Fujimoto (Hakuhodo)
Designer: Toshihiro Kojima (N/A)
Agency Producer: Michinari Ito (Hakuhodo)
Agency Producer: Mariko Kojima (Hakuhodo)
Interactive Producer: Eisaku Miyashita (TYO - ID Division)
Interactive Producer: Soochul Kim (TYO - ID Division)
Flasher: Yujiro Hayashi (TYO - ID Division)
Programmer: Kenichi Higashi (TYO - ID Division)
Planner: Takaki Kobayashi (Hakuhodo)
Planner: Kazuaki Kuribayashi (Hakuhodo)
Media placement: Wsbsite - Minnanoshiori.jp - 10 December 2011
Media placement: Store POP - Bookstores - 10 January 2012
Describe the brief/objective of the direct campaign.
The Japanese publishing industry was always worried. Bookstores were no longer places where ‘people encounter books’. For most people, bookstores have become somewhere they purchase books they find online.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
It was important for us to create an innovative in-store presentation where people willingly picked up books they have never heard of.
We developed an in-store presentation system called ‘Social Bookmark’. Key items were ‘bookmarks’ and bookmarked review by the readers submitted online. These reviews became ‘bookmarks’ which one by one were placed in the in-store POP, becoming a part of a brand new presentation system.
Explain why the creative execution was relevant to the product or service.
Social media such as Twitter and Facebook allows us to easily and casually reach out and send messages to others. It also has the power to make an impact on the real world. Using ‘analogue’ bookmarks as its motif, and by collaborating with social media, we were able to create a revolutionary store display which helped emotional attachment grow between books and their readers.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The impact of Social Bookmark led to an increase of 250％ in numbers of people actually picking books up in bookstores. People were sifting through the pages, enjoying the bookmarked pages. This type of presentation was the first of its kind in the publishing industry, stirring up quite a buzz, bringing back the much awaited vigour in bookstores all over Japan.