Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
Why an IT Venture Ran a Newspaper Ad
uhuru, a company specializing in social and cloud services , placed a full-page color advertisementin the November 30th morning and evening editions of the Yomiuri Shimbun. The cleverly designed page caught the eye.
As the company approaches its 10th anniversary in 2016, it is renewing its visual identity (VI) and website. This timing was chosen to raise the company's profile and convey the president's vision.
The morning edition featured the full text of an email sent by President Takashi Sonoda to all employees.
The subject line read: "[Important] Uhuru's New Logo Decided!" The body stated, "To become the No. 1 company, the spirit of 'co-creation' uniting all employees is vital." It continued, "To heighten this awareness, we have refreshed our logo design," and "To share this with many people, we also sent the same email to the Yomiuri Shimbun. "
The "CC" field unmistakably included "Yomiuri Shimbun National Edition."
Following the new logo, it states, "The reason for this design is explained on our website," providing the company's URL.
The final P.S. is a [Business Notice] addressed to Mr. Yamada in HR. The text reads, "We need to strengthen engineer recruitment," evoking the company's ongoing hiring efforts.
President Sonoda's email address is genuine, allowing readers to send messages directly.
Furthermore, the evening edition published the email Mr. Yamada sent back to the president after receiving the business notice.
While acknowledging the instruction to "intensify recruitment efforts," the text also states, "We're struggling with this, so we request you help raise the company's profile."
Despite its clean layout, the paper is dotted with clever devices that draw readers in.
On the morning of publication, the company president actually sent an email identical to the newspaper article to all employees.
Mr. Sho Ito from Dentsu Kansai Branch's Media Business Bureau, whoproposed this campaign, stated: "The challenge was how to raise awareness for this company with outstanding achievements in the cloud field. When considering their first mass media advertising placement, we focused on using newspapers—a highly trusted medium—and devised a plan to capture readers' attention and encourage them to read through. The impact of an email (digital) appearing in a newspaper (analog) was designed to be fun and engaging, keeping readers hooked until the end.
We kept the core message concise, hoping readers would wonder, 'What kind of company runs ads like this?' and visit our website. Focusing on these points, we emphasized email response rates and added the idea of using both the morning and evening editions on the same day. We're grateful the client accepted our proposal. We'd be delighted if it helps boost their recognition."
Uful Homepage: http://uhuru.co.jp/
Was this article helpful?
Share this article
