Newspaper readership is declining dramatically among young adults in Japan, so this campaign set out to engage younger readers with the Mainichi Newspaper. It was based on the insight that while newspapers are beginning to seem obsolete to the digital generation, mineral water is still considered an essential part of their daily lives. So the newspaper published an article every day on the mineral water bottle itself. To keep the news fresh, augmented reality enabled young readers to access more stories via their smartphones. To reduce the cost of the exercise, part of the bottle was sold to other advertisers.