Turn the page: Redefining paper dictionaries
Client: Iwanami Shoten, Publishers
Category: Consumer PR - existing product

In December 2006, Iwanami Shoten, Publishers, one of Japan's largest publishers, asked Dentsu Public Relations to support the launch of the sixth edition of their flagship 'Comprehensive Dictionary of the Japanese Language' (Kojien). In January 2008, the publishing giant would release a newly revised edition of Kojien for the first time in ten years. However, with the rise of online and electronic dictionaries, sales of paper dictionaries had been halved over the previous decade. This called for a strategic campaign that would redefine the value of paper dictionaries. The campaign emphasized the value of Kojien by linking a demonstrable deterioration in children's language competence in Japan to falling sales of paper-based dictionaries. The campaign message was simple: Prevent the degeneration of the language using paper-based dictionaries. The campaign helped Iwanami exceed its first year Kojien sales target in just two months and reinforced the idea of it as approachable, trendy and innovative. The campaign was also awarded the 2008 Grand Prix award by the Public Relations Society of Japan, garnering further publicity in PR and marketing trade media as well as nationwide newspapers.

Massive display at Tokyo's Shinjuku Station showing the 230,000 words contained in the 5th edition of Kojien.

Japan's milk price problem: The 30-year challenge
Client: Japan Dairy Council
Category: Business-to-business

In late 2006, Japan's dairy industry entered into a crisis with farmers struggling to maintain operations. Low profitability was leading numerous farmers to abandon dairying. Partly to blame were soaring feed costs. Corn, which is the main feed for cows, was becoming more and more expensive due to the growing demand for its use in bioethanol. High oil prices had also lead to an increase in the cost of other imported grains. With farmers abandoning their businesses, concern was growing over the potential for a major decrease in Japan's milk supply.

Over a two-year period, a campaign to seek understanding from consumers and retailers was launched, with the ultimate goal of convincing dairy manufactures that an increase in the price of wholesale milk was a necessity. Seminars targeting the press, and later retailers, were conducted to highlight the struggle of farmers. To appeal to consumers directly, a series of street side events were also conducted.

The campaign was highly successful in gaining the understanding of consumers, retailers and manufacturers of dairy products. The plight of the dairy farmers and sense of crisis within the industry gained a great deal of attention. In March 2008, Japan's wholesale milk price was raised for the first time in 30 years by 3 yen per kg. As feed prices continued to surge, efforts to provide information to the media continued, and in April 2009, the wholesale milk price was raised by a further 10 yen per kg.

This project was also nominated as a candidate for the United Nations Award.

150 dairy farmers gathering in front of Japan's largest train station to appeal to the public and promote awareness of the crisis their industry is facing.

About Dentsu Public Relations Inc.

Dentsu Public Relations has been Japan's largest public relations agency since its inauguration in 1961. As a pioneer in the field in Japan, the company has been helping Japanese and foreign clients communicate with their critical stakeholders - consumers, governments, investors, employees, and communities. Headquartered in Tokyo with a branch in Osaka, and is a wholly owned subsidiary of Dentsu Inc.

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