Mainichi's "Aidokusha Set" TV commercial started airing this week.
"Aidokusha Set" lets home-delivery subscribers register on Mainichi's news site to read not just text articles but morning/evening page images on PC, tablet, or smartphone via the "Page Viewer" (http://mainichi.jp/shimen/viewer/)＝photo lower left＝—a key feature. Regional editions (46 prefectures except Okinawa) cover hometown news; extras stay online—e.g. all Senbatsu school-selection extras remain readablephoto lower right shows Tokyo rep Kanto-Ichi High's extra. Non-subscriber web members exist. Details: http://mainichi.jp/pr/aidokusha/index.html.
Since launch Dec 2 last year, membership passed 100,000 in six weeks—strong start. The CM aims to build momentum.
The 30-second spot stars four generations of Mainichi readers, the Fueda family. Heroine Mai-chan (17) opens the paper: "What to read, how to read?" Mom (44) finds lifestyle tips; salaryman dad (47) reads economy on tablet; grandma (67) checks local news on tablet＝photo upper left, brother (23) sports on smartphone＝photo upper right＝—each gets their news. Mai-chan PRs: "Subscription fee is all you need" and "Readability and substance evolve"＝top photo. She jumps and clicks Aidokusha Set search＝photo lower left.
Mai-chan is played by Tochigi talent Tsukui Miyuki (16)＝photo upper right. Won online voting from seven audition finalists to become 2013 "Una Girl," appeared in Unacowa ads, and as "Utsunomiya gyoza consumption Japan #1 recovery idol"—perhaps helping Utsunomiya reclaim #1 in the Jan 31 MIC 2013 household survey after three years. Cute.（o´ω｀o）
The Fueda name is a pun on "increased"—wishing more Aidokusha members. On TBS "Asa Zuba!" (Tue/Thu/Sat) and online (http://mainichi.jp/etc/cm/).