Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

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.

CASE VIDEO


Hero Medium: TV

Audience: Young people (20-35)

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

Language: English