Nikkei: "Are You Starting to See It?"

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

Campaign details

Brand: NikkeiBrand owner: NikkeiAgency: McCann TokyoMarket: JapanIndustries: NewspapersMedia channels: Online display, Outdoor, out-of-home, Programmatic dispaly, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

The Nikkei is the world's largest financial newspaper and the anchor of Japan's stock market index, but in a changing world it needed to recruit new, younger users and demonstrate to consumers the value of a news subscription, against the background of a highly competitive media landscape.

This case shows how we moved the brand from short-term...

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