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Nikkei Online Edition
Are You Starting To See It?

RAN IN: Japan

CLIENT
NIKKEI

Mio Kataoka - Product Manager Masanori Yanagihara - Deputy General Manager Shingo Hatakeyama - Manager Ryosuke Arasawa - Product Manager Taiki Miyata - Product Manager

AGENCY
McCann Tokyo *Lead Agency

Tomoyuki Sonoda - Business Director Yutaka Tsuda - Senior Planning Director Hono Nakano - Copywriter Yoshihiko Inoue - Copywriter Riko Koide - Art Director


SUMMARY

With free news apps and online content available in enormous quantities, newspapers like Nikkei, which use a subscription model, face an existential question - what value do they provide to digitally-native readers that is worth paying for? The answer is the same as it has always been: facts are table stakes, but the understanding they give you is gold. By moving from short-term promotional campaigns to celebrating these core values of Nikkei for a new generation, applications increased by a peak of +71%, helping to secure the future of Nikkei.


Hero Medium: TV

Audience: Young people (20-35)

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English