Newspaper! What we can do now. What we can only do now. [20]Hybrid marketing!? Area + National = Utilizing local newspapers!
Lately, I feel we're hearing terms like "area" and "community focus" more often again in corporate marketing strategies. While expanding market share in specific regions remains a longstanding goal, the diversification of consumers' media engagement behaviors has led to contact points becoming widely dispersed. Consequently, companies are now focusing anew on areas and regions as platforms to integrate these points.
Even in newspaper advertising, successful examples seem to be increasing where national campaigns are combined with local elements that effectively incorporate regional consumer preferences and needs – a fusion of area marketing and national campaigns. You could call it "hybrid marketing."
Let's look at an example. Ajinomoto collaborates with local newspapers nationwide to continuously implement initiatives utilizing locally sourced food-related content. Recently, coinciding with "Japanese Cuisine Day" on November 24th, recipe-based advertisements featuring seasonal ingredients from various regions were published in 40 newspapers across the country.
Literally from Hokkaido in the north to Okinawa in the south, recipes showcasing diverse ingredients are featured. While the recipes on the right use creatives optimized for each region, they maintain a unified national campaign identity. This is achieved through the use of an impactful, consistent black-background frame under the copy: "Japanese cuisine is made with Japanese colors."
We've summarized the characteristics of this "hybrid marketing" approach into four key points.
Let's explain using the example of Ajinomoto.
① Regionally focused yet rolled out nationwide in one decisive push.
In Ajinomoto's case, 40 distinct advertising creatives were prepared and simultaneously launched in 40 newspapers nationwide on "Japanese Cuisine Day." This project leveraged the unique capability of local newspapers to coordinate nationwide while maintaining local media roots.
② Unlike traditional area marketing, which often focused heavily on distribution strategies and sales promotions, this approach emphasizes nationwide unified branding and carries a strong message to achieve it.
Under the tagline "Japanese cuisine is made with Japanese colors," the campaign links the "Japanese colors" inherent in seasonal ingredients to "Japanese cuisine." It brands Japanese cuisine and its indispensable seasonings by highlighting the beauty of these hues and the richness of ingredients across the four seasons. By prominently featuring "Japanese cuisine," now a UNESCO Intangible Cultural Heritage, the advertising carries social relevance and a powerful message.
③ While the basic framework is unified nationwide and disseminated through mass media and web channels, region-specific optimized communication runs concurrently.
Using a unified format with common copy and creative elements creates a cohesive campaign. Simultaneously, featuring recipes that highlight locally sourced seasonal ingredients fosters resonance with residents, delivering region-specific communication.
④ The content leverages local stories, challenges, and needs to evoke affection for the region and society.
Additionally, Ajinomoto has previously published recipe advertisements collaborating with local chefs and athletes. In these projects, local newspapers have served as coordinators. Their role—from selecting local ingredients to bridging connections with local talent—is uniquely suited to newspapers deeply rooted in their communities.
Regional newspapers each offer distinctive content, making them diverse media outlets. Yet, when they collaborate on campaigns as if functioning as a single entity, they demonstrate tremendous power. We look forward to the potential of regional newspapers as "community-focused media."
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Media Services / Newspaper Division
Dentsu Inc.
For newspaper media, this is a time of major transformation. Precisely because of this, newspaper advertising now offers opportunities for diverse challenges, and the scope for creative advertising has expanded dramatically. In this column, Dentsu Inc. Media Services / Newspaper Division staff will serialize articles themed around "What newspaper media can do now. What can only be done now." We'll deliver the cutting edge of newspaper advertising to show you why "Newspaper advertising is exciting right now!"