| Title | Discover The Truth |
| Agency | Dentsu Inc. |
| Campaign | Discover The Truth |
| Advertiser | Kadokawa Books |
| Brand | Kadokawa Books |
| Posted | June 2005 |
| Business Sector | Newspapers, Magazines, Books |
| Philosophy | "Discover the Truth" Campaign: Create its brand image as a library of discoveries based on the essence of the quality of books. "experietial" communication was designed following the idea that everyone wants to participate in advertising and share excitement with friends. |
| Problem | Due to widespread use of the internet and cell phones, book reading is declining. In this situation, how can Kadokawa books direct public interest to books? |
| Result | 1) Intensively exposed "experiential" posters in a "youth mecca". -Won recognition of more that 100,000 people in one week. 2) A participation section was opened for readers to submit personal discoveries. -More than 10,000 entries in 9 months. 3) Insightful messages became synonymous with actual participation. -52.9% recognition contributed to sales of 14.7% in February 2005. |
| Media Type | Media Buying & Planning |
| Market | Japan |
| Creative Director | Yoshimitsu Sawamoto |
| Copywriter | Yoshimitsu Sawamoto |
| Copywriter | Hidetoshi Kuranari |
| Art Director | Gen Tanaka |
| Designer | Kohei Hayashi |
| Designer | Kohei Motomura |
| Photographer | Yuko Shindo |
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