Cassina IXC Implementation of a coordinated campaign linking newspaper inserts and stores

Interior brand Cassina IXC launched a campaign in late August linking tabloid-sized newspaper insert area ads with in-store events.

The tabloid-sized area ad "AERA STYLE MAGAZINE" (produced by the AERA Style Magazine Editorial Department) was a 12-page color insert distributed with the Asahi Shimbun (Osaka edition) on August 29, the Nihon Keizai Shimbun (Tokyo edition) on September 6, and the Nishinippon Shimbun on September 12.

The cover featured actor Akira Emoto and his family. Inside, using keywords like "parent-child" and "inherited values," photos showed Emoto's family and three other parent-child pairs relaxing in restaurants and bars furnished with Cassina pieces, introducing family histories, daily lives, family businesses, and parent-child bonds. The final page announced events at stores in the insert's distribution area.

*All pages are from the Asahi Shimbun insert edition

 

 	Photography by "Studio Cassina ixc."

 

To coincide with the timing of the advertising insert, the Osaka and Fukuoka stores, which reopened after renovations between May and September this year, held the event "Photo Studio 'Studio Cassina ixc.'" (2-3 days at each location). This initiative involved professional photographers taking portraits with Cassina furniture, encouraging customers to use the images for New Year's cards and other purposes. For the photo sessions, sets identical to those used on the advertisement cover—including the same furniture, layout, and background—were prepared.

Official website: www.cassina-ixc.jp/