In an attempt to engage more with kids, Tokyo Newspaper aka Tokyo Shimbun, and Dentsu Tokyo created an augmented reality smartphone app that 'translates' stories from the newspaper into a child-friendly format. It includes cartoon character commentary on stories, pop up headlines and child-friendly script to make the issues easier for kids to digest.

The move provided opportunities for advertisers as well, as several companies, including yogurt maker Meiji, also placed their own interactive ads in the paper targeting children as well as their parents.

Tapping kids, early on, is a move we'd seen previously in another Japanese campaign out of Party, for Toyota, which invited kids to drive the family car alongside their parents, with the Toytoyota app.