Although many people recently tend to think Internet should be the best way to get information service, we thought it may not always be the best especially when many users access at the same time in a small area (like a stadium) with feeling frustrated by busy wireless access service.

Then, we came up with the idea that we can provide a lot of fresh information to fans at the same time by daring to use a traditional media “newspaper” and its reliable system to publish them.

By focusing the content of the newspapers exclusively on that day’s game, and by strictly limiting the distribution area to the football stadium, we generated an experience with a “double focus” that would make everyone want to read the newspaper.

To further enhance the project, we handed them out to every visitor at the gate, ensuring a 100% reach among all fans.

The Match Day Newspaper was shared widely over social media, and the papers also became treasured souvenirs for spectators. This greatly enhanced engagement between the newspaper’s brand and consumers.

Stadium attendance also significantly increased over the previous year

(2015: 271,984 visitors -> 2016: 430,806 visitors).