Innovative mobile marketing campaigns: Examples from Japan

Low Lai Chow

Brands looking for innovative examples of mobile marketing will be unsurprised to learn that Japan – long seen as a unique and pioneering communications market – has witnessed numerous attempts to leverage this channel in unusual and inspiring ways.

Takayuki Hoshuyama, chief executive of mobile advertising agency D2C, suggested that the industry has progressed rapidly since its rather tentative beginnings. "The first eight years was the dawn of the mobile industry. No one knew how to use mobile devices in the market," he told delegates at AdAsia 2013.

Now, as companies actively experiment with reaching consumers using these devices, it has become clear that technology is only one component of the overall mix. "Smartphones reinforce creativity. But the smartphone is just a device," said Hoshuyama. "The 3G network and the marketing idea are key."