THE FUN FACTOR
The Lupin Steal Japan Project, which caught the headlines this winter, was a cunning bit of near-subliminal marketing in which a bunch of companies including Nippon Television and Brutus magazine tried to liven up consumers’ recession-weary lives.
Based on an anime character, Lupin, and the story of a gang of thieves who steal from the rich, the campaign asks people to suggest via a website things to be “stolen” and, presto, they vanish. The most notable “theft” was the iconic Moyai statue outside Shibuya Station – returned in time for Christmas as a “present” to couples needing a place to meet. The point was to inject some joy back into everyday life, utilizing the humorous optimism of the anime character Lupin.
Giving consumers something to smile about (think of the McDonald’s Rose Color campaign in summer 2009) is an ongoing trend as the weak economy lingers. It shows them a brand that is sympathetic and not just out to get their money.
BOY’S TOYS
Male readers in their 30s will probably remember He-Man, Transformers or even Star Wars figurines from their childhood. Now, Japanese animation characters are getting the same treatment stateside, and advertising agencies here want a piece of the pie.
An American unit of behemoth Dentsu is tying up with a California-based toymaker to tap into international demand for Japanese-style animations. Jakks Pacific, headquartered in Malibu, and Dentsu’s DCI-LA will produce and promote “Monsuno,” a cross-platform series based on the story of adventurous boys who stumble across the DNA of a monster. As well as a 52-episode animation, the venture will exploit spin-offs such as models or toys targeting boys age 6 through 11.
Jakks Pacific already manufactures toys for programs owned by companies from Disney to Nickelodeon and Warner Bros. Dentsu established DCI-LA in July 2008 with a remit to develop, produce, distribute and license animations outside of Japan.
PERSONAL PROMOTIONS
Speaking of the omnipresent Dentsu, the company wants to have more influence over what Japanese consumers can access on their cell phones, seeing mobile marketing as an important counterbalance to declining revenue from magazines and television.
One interesting location-based service set to take off this year is NTT Docomo’s mobile personal assistant service called i-concier (an abbreviation of “concierge”). An avatar on a subscriber’s cell phone will make recommendations for restaurants, shops and other activities based on personal preference and physical location, determined by the handset’s built-in GPS.
The service is being promoted by D2 Communications, a mobile marketing joint venture between Docomo and Dentsu, and will allow the agency to link the concierge’s suggestions with promotions in magazines or on TV. That’s good news for the agencies and their clients, but not necessarily for consumer choice.
KEEPING IT REAL
Nintendo is also taking its most famous video game character out of the box and onto the road to promote “New Super Mario Bros.” Wii. It’s the latest in a series of marketing efforts (see Lupin, above) that combine virtual–even fantasy–products with real-world events.
The Kyoto-based gaming giant will take Mario, Luigi, et al. around Japan for a real-world tournament to promote the game, which was released in December and sold more than 3 million copies in the first three weeks. It follows a similar road show by Sony last summer to promote its slim-line PS3 console.
Nintendo’s “Coin Battle Japan Number One Tournament” (coinbattle-oubo.jp) will see Wii users face off in seven major cities, from Sapporo to Fukuoka, before the end of March. The user who collects the most coins in the game will be the winner. The Tokyo round will take place in Shiodome on March 27.
LOOK BEFORE YOU BUY
Japan’s No. 2 advertising agency, Hakuhodo, is encouraging its clients to give consumers greater access behind the scenes as a way of deepening their understanding and building loyalty.
Consumers are far less willing to part with their cash than they used to be, and companies have to jump even higher to convince them that each purchase is worthwhile. And for their part, consumers are eager to know more, not only to help justify spending, but also because knowledge – or “connoisseurship” – is a sort of social currency. This is evidenced in the increasing popularity of educational or industrial visits as a sort of niche tourism.
Noticing these trends, Hakuhodo announced in December the launch of a service to help clients set up tours of their factories, research institutes and other facilities to strengthen understanding with current and potential customers.
Nicole Fall is co-founder of Tokyo-based innovation and trend-forecasting agency Five by Fifty. She can be contacted at: nicole@fivebyfifty.com
