Asia

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Oysters of Hiroshima: Oyster Kanji Dictation Workbook

Case Study • Yosuke Yamauchi, Shuntaro Taniguchi, Miki Sudo, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Japan's Hiroshima Prefecture created a school workbook to educate citizens about the region's local oysters, increase consumption and make them a local tourism asset.

Digital drives up Japanese adspend growth

News • 04 March 2019

Total advertising expenditure in Japan increased 2.2% year-on-year to 6.53 trillion yen (circa $58.9bn) in 2018, the seventh consecutive year of growth, according to the latest figures from Dentsu.

How eWord of Mouth valences affect price perceptions

Research Paper • Wai Ki Liang and David Corkindale, International Journal of Market Research, Vol. 61, No. 1, 2019, pp. 50-63

The influence of electronic Word of Mouth (eWOM) on consumers' perceptions of price, allowing for consumers having different price acceptability levels, was examined through nine online experiments.

Clear: Making Shampoos an Office Supply

Rankings • WARC Effective 100, 2019

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Double A: Obsession for Smoothness

Rankings • WARC Creative 100, 2019

Double A, a premium paper brand, proved the smoothness of its product by making a music video with printer paper in Japan.

Pure Boost: Green Light Run

Rankings • WARC Creative 100, 2019

Adidas, the sportswear brand, revitalised its connection with urban running by hosting a live marathon event in Japan.

Kobe Shimbun Disaster Prevention: Emergency Collectibles

Rankings • WARC Creative 100, 2019

Kobe Shimbun, a newspaper based in Japan, created a two-page newspaper spread to help the public prepare for the occurrence of an earthquake.

Sagawa Shoyu: The Soy Sauce Posters

Rankings • WARC Creative 100, 2019

Sagawa Shoyu, a soy sauce producer, proved the quality and beauty of its soy sauce products through a print campaign in Japan.

Japan develops completely unstaffed convenience stores

News • 15 February 2019

Entirely unstaffed convenience stores have become a realistic possibility in Japan after the country’s Ministry of Economy, Trade and Industry (METI) announced the success of a pilot project that involved many of Japan’s leading ...

Toyota gears up for new car-subscription service, with a difference

News • 06 February 2019

Japanese car giant Toyota has announced a new car-leasing programme that allows motorists to select from a range of models as the mood takes them, reflecting the trend away from car ownership towards car usage.

Hulu Japan and Vice Media sign programming deal

News • 28 January 2019

Vice Media, the youth-oriented broadcaster, and online streaming service Hulu Japan have signed a content licensing and co-production deal that will deliver 250 hours of original content to Japanese viewers.

IKEA: Using the power of "chat" to uncover consumer needs around the world

Research Paper • MRS Awards, Finalist, MRS Award for International Research, 2018

IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.

Hiroshima Tourism: Oyster Kanji Dictation

Case Study • Susumu Yamamoto, WARC Prize for Asian Strategy, Entrant, 2018

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Snickers: #HUNGEREPLY

Case Study • Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2018

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Transforming an Iconic Brand to Help Customers Navigate Change in Japan: MetLife uncovers and addresses latent needs of a growing demographic in one of the most mature insurance markets in the world

Case Study • Nisha Yadav and Takeshi Oshima, ESOMAR, Congress, 2018

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Dentsu sees opportunities in sports technology

News • 22 October 2018

Dentsu, the international advertising and PR group, is taking an active interest in Japan’s sports sector as it aims to benefit from useful data and open up new revenue streams.

Perk packages for staff that help build real brand value

News • 18 October 2018

Japan’s worsening labour shortages are leading retailers to market themselves to potential recruits, in a tactic that might need to take root in other sectors.

Daiwa House Industry: Nameless chores

Case Study • SABRE Awards, Diamond, APAC, Superior Achievement in Research and Planning, 2018

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Electronic Arts K.K.: Simcity Buildit School of Politics

Case Study • SABRE Awards, Gold, APAC, Entertainment, 2018

Electronic Arts K.K. (EA Japan), a video game company, increased young people's interest in politics through its game 'SimCity BuildIt School of Politics'.

FROEBEL-KAN: Great Failure

Case Study • SABRE Awards, Gold, APAC, Branded Journalism, 2018

Froebel-kan, a producer of picture books and educational toys, launched a project to shift the focus on Japan's deep-rooted preference for children's academic credentials over their creativity.

LEOPALACE21: Man on the Curtain

Case Study • SABRE Awards, Gold, APAC, Word of Mouth, 2018

Leopalace21, an apartment management company, deterred criminal behaviour against women living alone in Tokyo by launching projectors that made it look as though they were at home with a man.

Procter & Gamble Japan K.K.: Changing Housework from a JOB to JOY

Case Study • SABRE Awards, Gold, APAC, Japan, 2018

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

LOTTE: Play With Your Food

Case Study • SABRE Awards, In2 APAC, Best Use of Visual Social Platforms, 2018

Lotte Group, a Korean-Japanese conglomerate, increased brand sales of its ice cream brand, SOH, in Japan by launching spoons shaped like pencils and encouraging consumers to draw pictures on their ice cream.

Locomo Challenge Council: Locomo Challenge

Case Study • SABRE Awards, Gold, APAC, Institutional Image, 2018

The NPO LOCOMO Challenge Council, a healthcare-promoting council, raised awareness for orthopaedic pain and illnesses in elderly people in Japan by launching a risk test alongside press releases and events.

Kodansha: Cosplay Encyclopedia

Case Study • SABRE Awards, Gold, APAC, Marketing to Youth, 2018

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.
Martech: 2019 and beyond

Data • WARC Data, September 2018

Discusses the findings of a recent research project carried out in conjunction with Moore Stephens, that took the form of an online survey of more than 800 brands and agencies based in the Americas, Europe and APAC.
Savlon: Healthy Hands Chalk Sticks

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.
The future is voice: How voice technology is changing the world of people and brands

Research Paper • Arpapat Boonrod and Prachawan Ketavan , ESOMAR, APAC, 2018

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
2018 social media trends: Instagram, influencers and Facebook

Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.