Recruit Promo ROBOT DOG HACHIKO by East Japan Marketing & Communications

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Industry Magazines, Business equipment & services, Corporate Image
Media Promo & PR
Market Japan
Agency East Japan Marketing & Communications
Director Kohei Amemiya
Creative Director Yosuke Hasegawa
Art Director Keisuke Asada
Copywriter Hiroki Yamaguchi, Eiji Mita
Producer Kazuhiko Kishida
Released February 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: RECRUIT
Product/Service: BRIDAL MAGAZINE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: PARAGON, Tokyo, JAPAN
Creative Director: Yosuke Hasegawa (East Japan Marketing & Communications)
Copywriter: Hiroki Yamaguchi (East Japan Marketing & Communications)
Copywriter: Eiji Mita (East Japan Marketing & Communications)
Art Director: Keisuke Asada (East Japan Marketing & Communications)
Planner: Kazuya Sato (East Japan Marketing & Communications)
Planner: Daisuke Sugawara (East Japan Marketing & Communications)
Accounts: Soshi Kawada (East Japan Marketing & Communications)
Accounts: Makoto Fujimori (East Japan Marketing & Communications)
Producer: Kazuhiko Kishida (Paragon)
Director: Kohei Amemiya (Paragon)
Media placement: Transit Ads - Shibuya Station - 1 March 2009~
Media placement: Outdoor Ads - Shibuya Station - 1 March 2009~
Media placement: Magazine Ads - More - 1 March 2009~
Media placement: Tv Commercials - Fuji Television - 1 March 2009~
Media placement: Sales Promotion-Zexy Corner - Book Store - 1 March 2009~
Media placement: Sales Promotion-Facial Blotting Paper - Shibuya Station - 1 March 2009~

Describe the objective of the promotion.
Under the impression that young people are marrying later and the bridal industry is declining in current Japan, the Hachiko in Love promotion aims to elevate awareness of love and marriage and to make potential next generation-brides into fans of bridal magazine 'Zexy' so that in the future, when they think of weddings, they will think of Zexy.

Describe how the promotion developed from concept to implementation
The 'Hachiko in Love' promotion borrows the fame of loyal pet Hachi, a legend in Japan for his loyal love for his master, the campaign created a love lorn "female" robotic dog,Hachiko,who has fallen madly in love with Hachi. Installed at the intersection outside Shibuya station where young women assemble, Hachiko triggers their empathy and encourages young women to think about falling in love too. The whole promotion includes all kinds of media to raise the awareness of Hachiko, not only through traditional media ads and TV commercials but also via mobile phones, websites, blogs and other kinds of sales event.

Describe the success of the promotion with both client and consumer including some quantifiable results
After the promotion, the 15th anniversay of Zexy becomes a runaway best seller in Japan. Hachiko generated 500,000 search requests in Yahoo Japan and became a hot topic on numerous blogs, and information spread via the internet. The promotion was named Japan's top promotion in respected trade magazine Hansoku Kaigi ("Top Promotions"). The promotion triggered an unprecedented wedding boom in Japan.

Explain why the method of promotion was most relevant to the product or service
The story of Hachiko in Love promotion,a robotic dog madly in love with a legend bronze dog, concentrates on KAWAII love,which is most relevant to the product Zexy, a bridal magazine. The main location of the whole promotion, Shibuya station, has been a favorite date meeting spot for decades and Tokyo also reminds people of love. The image of Hachiko is desinged KAWAII, meaning cute and funny, which will attract young women who have a special interest in KAWAII culture. Young women, as potential next generation-brides are the specific target of Zexy.