Creating New Solutions Together with Magazine Editors ~ ABC Association Tokyo Forum 2015 Lecture Report

On February 5, the ABC Tokyo Forum 2015 (hosted by the Japan ABC Association) was held. Junko Maeda of Dentsu Inc. MC (Media Content) Planning Division delivered a lecture titled "Unique Ideas. Solid Execution. ~Creating New Solution Models in Close Collaboration with Editors~."

The Dentsu MC Planning Bureau, where Ms. Maeda works, consists of professionals well-versed in various media—newspapers, magazines, radio, TV, OOH, digital, etc.—who form teams for each client to customize and deliver solutions. This time, the focus was on successful product development and event production achieved by teaming up magazine editors-in-chief with their respective project managers, introducing new solution formats.

Here is a digest of the lecture content.

■The Power of Magazine Editors

"Magazine editors-in-chief, who thoroughly understand reader insights, grasp the essence of sensibilities and preferences, and create daily resonance with readers, are essentially the 'marketers,' 'creators,' and 'producers' driving the era. They possess unparalleled insight into the target audience's current feelings and demonstrate exceptional content creation skills in bringing these insights to life through their publications." Mr. Maeda, who spoke these words, has partnered with numerous editors-in-chief to develop and successfully execute advertisements and events tailored to client needs.

■Toyota Motor Corporation "Passo" × 'Hanako'

The first case study introduced is Toyota Motor Corporation's "Passo" × women's lifestyle magazine 'Hanako'. The challenge was to communicate the renewal of the compact car Passo to the world with impact. The key feature of the renewal was an engine with improved fuel efficiency. For the advertising communication, the engine was conceptualized as the heart of the car. Under the message "Polish Your Heart," it was decided to feature the character "Shizuka-chan" from the anime "Doraemon." Shizuka-chan chooses the underachiever Nobita over the model student Dekisugi-kun as her marriage partner. This was interpreted as representing women who "distinguish and choose what is truly important to them." The campaign communicated the Passo renewal through Shizuka-chan's way of life. As a partner, they welcomed Editor-in-Chief Yoshihiko Todaka of 'Hanako', who has driven movements by empowering women's actions through the magazine's content.

Hanako featured a special "Women's Self-Improvement" section centered on "Body Polishing" and "Heart Polishing," boldly using "Shizuka-chan" on the cover with the theme "Living Like Shizuka-chan." Passo was introduced within this context (Photo 1). Hanako also appeared in the commercial (Photo 2), creating coordinated exposure with other advertisements.

As a result, the brand's appeal among women increased, more women expressed interest in visiting Passo dealerships, and the campaign achieved its objectives.

■Volkswagen Group Japan "Polo" × Former Editor-in-Chief of 'SPUR'

The second case involved Volkswagen Group Japan's "Polo" × the editor-in-chief (at the time) of fashion magazine 'SPUR'. The challenge was to produce a launch event for the new Polo that would attract many editors-in-chief of lifestyle magazines. The chosen candidate was former Editor-in-Chief Hidemi Uchida, who had extensive experience at a high-fashion magazine and deeply understood the mindset of the life-conscious demographic. Every effort was made to ensure the editors-in-chief, who receive event invitations daily, would definitely attend.

Mr. Uchida oversaw everything from invitation production (Photo ③) and venue selection/setup (Photo ④) to catering and even the Volkswagen president's costume production. Attendance was high, including the editor-in-chief of a lifestyle magazine. This also resulted in increasing the brand's fan base.

■Asahi Kasei Homes "Heber House" × 'Casa BRUTUS'

The third collaboration was between Asahi Kasei Homes "Heber House" and architecture magazine 'Casa BRUTUS'. The challenge was developing a communication plan for "Flex Residence," a luxury mansion model developed by Heber House for affluent clients. This brought together two entities trusted by the affluent.
Message creation was led by Casa BRUTUS Editor-in-Chief Toru Matsubara, renowned globally in art, culture, and architecture. A special supplement (Photo ⑤ left) was produced and placed/distributed in Audi showrooms. Additionally, a limited-region insert advertisement (Photo ⑤ right) featuring both Casa and Nikkei Shimbun brand logos ran in the Nihon Keizai Shimbun.

These communications reached affluent consumers, leading to visits to the model room and purchases of this high-priced product.

■Toyota Motor Corporation "ESTIMA" × 'VERY'

The fourth example is Toyota Motor Corporation's "ESTIMA" × women's magazine 'VERY'.
Under the theme "Creating a car moms truly desire," Toyota Motor partnered with the editorial team of 'VERY', led by Editor-in-Chief Asako Imao, renowned for her unparalleled insight into and proposals for homemakers.

Thoroughly reflecting the insights of 'VERY' readers who seek cool, elegant, and simple products.
Features like intentionally using synthetic leather for the seat to prevent children's food spills were developed over three years through joint development. The result was sales exceeding projections and increased interest in the Toyota brand among housewives.

■Developing New Solutions with Magazine Editors Based on the 3 Cs

Maeda states that no matter how complex a client's challenges become with the times, the solution lies in simplicity. He explains, "The fundamental and ultimate solution to any challenge is creating an unbreakable bond between what the brand wants to convey and its target audience."

These cases position the magazine editor-in-chief squarely between the brand and its target audience. The three Cs—Context, Contents, and Contact point—are always at the forefront of Maeda's planning. It involves delivering the intended message through the most effective content and influential storyteller, precisely targeting the places where the audience is likely to be found. Magazine editors-in-chief are the ideal partners for creating solutions that resonate by tapping into the target audience's sensibilities and preferences.

"Rather than discussing media as 'NEW' or 'OLD,' 'trending' or 'downtrending,' we should focus on what will be most 'effective' for the challenge at hand. It's precisely because magazines possess the long-cultivated asset of 'bonds with readers' that we want to create projects together. We aim to continue proposing new solution formats that extend beyond the pages of the magazine," he concluded.