Asia Pacific

In Japan, Kit Kat decorates Tohoku train with messages of support

Published by Shinobu Baba - Tokyo on April 27, 2012 in Asia Pacific and Japan. 0 Comments Tags: , , , .

In Japan, Kit Kat has launched World Variety, a new multi-pack with three Kit Kat flavors from around the world. With each purchase Kit Kat is donating 20 yen to the Sanriku Railway, a vital lifeline for many Tohoku coastal communities, which were heavily damaged by last year’s earthquake and tsunami. With the reopening of a key section of the railway line this month, the brand is also decorating the outside of trains with messages of hope and goodwill from Kit Kat fans around the world. Fans can submit messages of support in their language to the brand’s Facebook page.

We called this initiative Kit Zutto Project to let people in Tohoku know we will be there for them: Kitto means “surely” and zutto “for a long time.” Last July, we posted about Kit Kat selling a special Northern Japanese flavor nationwide, with Nestlé donating a portion of sales to the Japanese Red Cross.

Flipkart looks to change Indian perceptions of online shopping

Published by Ishita Mehar - Mumbai on April 26, 2012 in Asia Pacific. 0 Comments Tags: , , , , .

The traditional Indian consumer is a touch it, smell it, feel it, wear it, think about it, discuss it and then finally buy it kind of person. Hence, online purchase calls for a huge behavioral change. In addition, these hesitations aren’t without merit, as the purchase experience can be a real nightmare. Online portals have tried to reassure consumers by offering everything from cash-on-delivery payments to liberal return policies (which end up more valuable in theory than practice as refunds are slow to arrive), but most are pretty unprofessional, damaging overall perception of the category.

An exception is Flipkart.com, which manages to do a decent job. The e-commerce portal is trying to speed up acceptance of online shopping with a series of commercials that aim to educate hesitant consumers about the ease of shopping on the site. The spots feature children acting like adults—the idea is that no one trusts you like children—and discussing how various things can be easily bought from Flipkart. The ads put a little twist on the classic format of consumer conversations.

In this spot, a grandfather and grandson are opening up a package. A curious father inquires about it, learning that it’s a new mobile for grandfather from Flipkart. When the father skeptically bursts out “Online shopping!” the son explains just how simple the process is. “But without seeing? … Just seeing one photo?” interjects the dad. His wife, who’s been silently toying around on her computer, notes, “Before marriage, all I saw was your photo only.” Everyone giggles at the father’s close-minded attitude. The ads end with the tagline, “Shopping ka naya address” (“New address for shopping”).

‘Schick Unplugged’ helps Japanese shavers cut power use

Published by Shinobu Baba - Tokyo on April 5, 2012 in Asia Pacific and Japan. 0 Comments Tags: , , .

After last year’s earthquake, tsunami and nuclear disaster in Japan, nuclear power was shut down, and Japanese citizens were forced to cut back on power use. In response, Schick and JWT came up with “Unplugged,” a small holder that reminds people not to use electricity (by blocking the electrical outlet) and provides a place to hang a razor at the same time.

The shaver and holder were sold together in promotional packs to make them more accessible to all consumers. Outlets in public bathrooms and those in restaurants and bars were hijacked to convey the message that “Schick saves electricity with you.” Leaflets with general energy saving tips were also part of the campaign.

The brand gave consumers a novel and easy way to adjust their behavior at a time of high anxiety and showed support for the common cause of saving electricity.

Photo Credit: JWT

「シック・アンプラグド」日本のヒゲソリ層の節電に貢献

昨年の震災後、原発が停止。深刻な電力不足から、日本国民は節電を強いられることとなった。そこでシックとJWTは、「アンプラグド・ホルダー」を発明 – カミソリを立掛けると同時に、コンセントをふさぐ機能を併せ持つ。

誰もが手軽に使えるよう、カミソリとセットでお得な価格で販売。同形状のOOHで飲食店などの公共のコンセントをジャックし、“シックは、あなたといっしょに節電します”というメッセージを伝えた。さらに街頭では、節電ライフ啓蒙リーフレットを配布してキャンペーンをサポートした。

消費者の不安が高まる中、シックはユニークな形にて節電に貢献することに成功した。

Thai cosmetics brand Oriental Princess helps women confront social labels and pressures

Published by Drakon Sirakovit - Bangkok on March 22, 2012 in Asia Pacific. 0 Comments Tags: , , , .

“If you don’t look beautiful, you won’t get anywhere in life.” Often women underestimate themselves and live by others’ judgment, and many cosmetics brands reinforce this, creating anxiety. Oriental Princess, the largest cosmetics brand here in Thailand, aims to alleviate this by telling women that they’re not alone, that they have a voice and should not live their lives by the labels that others give them.

The brand created the Oriental Princess Society, reachable both online and offline, which now has 1 million-plus members throughout Thailand. Its message to these women: Take pride in yourself rather than worry about how others see you. A recent commercial illustrates this, asking empowering questions like, “Why be like everyone else? Why not accept the way you are?” and “Why not listen to yourself?”

Online, the society acts like a social and discussion network. Women set up an account with filters that let them choose issues of interest. Content is generated by members or invited guests. When relevant issues are posted, the women who have expressed interest are tagged and involved in the discussion. These discussions then become themes that come to life offline at the Oriental Princess stores, where members can be more actively involved with the society. Through the society, Oriental Princess illustrates that it’s not just another cosmetics brand selling a promise.

Pakistan’s Djuice mobile offering tackles social ills

Published by Khurram Hussain - Lahore on December 12, 2011 in Asia Pacific. 0 Comments Tags: , , , , .

Djuice, a pre-paid offering in Pakistan, has been positioned as a straight talker and to-the-point communicator, transparent and upfront. Its commercials for the service address social issues that drive anxiety—things that tend not to be talked openly about here. The tagline: “With Djuice, boycott society’s silence on this issue.”

One TV spot tackles disrespect toward women, showing a young woman unable to walk in a marketplace without getting hassled left and right. She starts screaming, and another woman asks, “When will there be change so that we start respecting women outside our families and in public?” She urges, “Speak up today or repent tomorrow—your words are your weapon against this moral illness, and with Djuice, just go ahead and voice your reservations and opinions to effect a change today.”

Another spot tackles the fact that many jobs are landed through back-channel connections, an especially difficult fact of life in recessionary times. A young man interviewing for a job is required to provide references. One friend tells him, “You know, my dad is a big shot and he can help.” The interviewer gets various calls from the applicant’s references, but eventually the candidate says, “I think my credentials are my most important reference in life.” As he walks out, the interviewer says, “Young man, you’re basically right! When do you want to join?” A third spot addresses the issue of teachers turning a blind eye to cheating on exams. The ads push a friends and family package, encouraging people to discuss these issues with their close contacts.

Faced with so many issues that seem beyond their control, Pakistani consumers feel hopeless in the face of government inaction. Djuice empowers consumers to believe they can tackle some social issues that are within their grasp, rather than sit idly by and wait for change.

Australia’s Tooheys New cleverly extends ‘beer economy’ theme to community work

Published by Thomas McGillick - Sydney on September 13, 2011 in Asia Pacific. 0 Comments Tags: , , , .

The ongoing “Beer Economy” campaign from Tooheys New beer is based around the idea that beer is Australia’s second, unofficial currency: If someone does you a favor, you thank them with a few beers, and the official currency here is Toohey’s New (or so it goes). “Tooheys New Crew,” the CSR component, connects a team of tradesmen and volunteers to communities, where they work on “building projects that will make a difference.” Every contribution is measured in its beer equivalent, and the goal is to reach a million beers’ worth of favors. The brand’s YouTube channel showcases their efforts, such as a recent project for a local Rugby League Club.

The idea of doing good in the community fits well within the campaign but is also a refreshing example of a CSR endeavor whose tangible results consumers can see for themselves. The timing is right, given that Australians currently have a difficult relationship with big business. Retail chains have not passed along the falling cost of imports brought about by the strong Australian dollar; mining companies are compulsorily acquiring farmers’ land to establish damaging coal seam gas wells; and a recent study shows resolute condemnation of big business’s response to this year’s Queensland floods. Plus, the widespread expectation among today’s consumers is that “Companies need to do more good, not just less bad,” as a recent JWT study found (for more on the study, see our new “Social Good” report).

Rio gives Australians permission to buy cheap underwear

Published by Thomas McGillick - Sydney on August 17, 2011 in Asia Pacific. 0 Comments Tags: , , , , .

Everything costs a fortune in Australia. Seriously—electricity and petrol have risen 70 percent in the last five years, and a train ride from Sydney’s airport to the city takes more than an hour to earn on Australia’s minimum wage. Any Australian can tell you prices for things that used to be bastions of unpretentious affordability—like the meat pie, the thong (the kind that goes on your foot) or a train ticket—but are now just another thing that empties your pocket.

A lighthearted new commercial from the underwear brand Rio gives Australians permission to be cheap when it comes to their underthings, making it look silly to splurge on items that have become unnecessarily upscale. “They’re not an investment—you don’t pass them down to your kids!” the voiceover reminds viewers, concluding with the line “Let’s put some reality back into underwear.” Practicality rules in today’s New Normal climate, and brands with a value offer have plenty of opportunity to position themselves as a modern refuge of affordability.

Japan’s Jusco supermarkets give discount to energy savers

Published by Marian Berelowitz and Shinobu Baba on August 11, 2011 in Asia Pacific and North America. 0 Comments Tags: , , , , .

Japan’s energy shortage, a result of the Fukushima nuclear power plant accident, is top of mind for its citizens—amid the summer heat, the government is urging businesses and households to limit electricity usage, giving rise to adoption of lighter business dress, “green curtain sets” and so on. The Ministry of Economy, Trade and Industry is rewarding households that manage to cut their power usage by 15 percent with entry into a drawing to win prizes such as digital cameras. Some brands are helping to motivate consumers: Jusco supermarkets are offering a bonus to customers who can show an electricity bill with a 15 percent reduction for the month of July: They get a credit worth 200 yen ($2.50). While it’s a relatively small reward, shoppers will appreciate the recognition and the retailer doing its part for this national effort. How can your brand encourage actions that contribute to the collective good?

Photo Credit: emrank

From marriage to meeting neighbors, Japanese look to build bonds post-disaster

Published by Toshie Koshiga - Tokyo on July 29, 2011 in Asia Pacific and Japan. 0 Comments Tags: , , , , , .

One of the anxieties that has grown in the wake of Japan’s earthquake, tsunami and nuclear disaster—one that often follows traumatic experiences—is a fear of being alone. Evidence points to a rise in weddings and engagements: McKinsey & Co.’s June report on Japan’s luxury market says this has helped keep sales of watches and jewelry strong. For example Ginza Tanaka, a major jewelry company, reports that sales of engagement and marriage rings jumped 20 percent year over year in April and May. Takashimaya, the department store, has “never seen anything like this” in terms of ring sales, an employee told The Financial Times. And according to O-net, a popular dating service, marriages among female members have increased 30 to 40 percent and enrollment requests have spiked 40 percent since May in Kanto and the Tokyo metropolitan area.

People are coming to more deeply recognize the importance of not only family but other types of “kizuna” (bonds/ties). My next-door neighbor here in Tokyo, whom I hardly know, gave me some rice and mineral water in the period after the earthquake when supermarket supplies ran short (many parents living in the western part of Japan, which was not affected, were sending goods to their children, but my parents live in Tokyo). I was happy to make a new “kizuna.” We can expect to see continued demand for and consumption of products and services that promote “kizuna” between people other than family, and marketing messages that tap into this idea.

Photo Credit: Lel4nd

結婚や隣人とのつながり – 日本人は震災後「絆」を求めている

越賀淑恵 (東京)

3.11の震災は、その経験自体のトラウマ以外にも、「いざというときに独りでいたくない」という不安を多くの日本人の心にもたらした。その裏付けの一つとして結婚や婚約関連の消費が震災前と比較して伸びており、マッキンゼー・アンド・カンパニーの６月の調査結果でも宝飾品市場が上昇。例えば、宝飾品大手のGINZA TANAKAによると結婚指輪と婚約指輪の売り上げが４月と５月で前年比の２割アップ、高島屋でも関東の店舗で前年比３割増え、売り場担当者は「このような例は今まで見たことがない」とフィナンシャル・タイムズに語った。そして結婚紹介所のO-netでも成婚に至った会員女性が３～４割増え、入会の資料請求も関東・首都圏で５月以降４割増えているとのことである。

震災という経験を通じて、人々は家族だけでなくさまざまな人との「絆」の大切さを痛感している。例えば私自身も、震災後スーパーがモノ不足だった時期に、それまで挨拶を交わす程度であったマンションの隣人が米とミネラルウォーターを分けてくれた、という経験をした。（震災の影響がない西日本に親がいる人は必要なものを送ってもらっていたが、私の親は関東在住である）。私は新たに「絆」を得たことが嬉しかった。家族以外でも人との「絆」を促進する商品やサービスには、今後も消費やニーズが顕著化していくと思われ、このアイディアを活用するマーケティング・メッセージも増えていくであろう。


With Northern Japan flavor, Nestlé adds emotional impact to Kit Kat purchase

Published by Yuki Nakamura - Tokyo on July 25, 2011 in Asia Pacific and Japan. 0 Comments Tags: , , , , , .

Following the Tohoku earthquake and tsunami in Japan, Nestlé customer service got calls from consumers saying they would like to support the victims with Kit Kat. The precedence was Kit Kat Mail, an award-winning 2009 initiative (from JWT Japan) that allowed people to send a good luck token and a personal greeting to exam-taking students right on the Kit Kat package. So in late May, Nestlé started selling “zunda flavor” Kit Kat nationwide—the product had been available only in Northern Japan, where zunda (green bean paste) is a traditional sweet and where tourists would buy it as a souvenir. It costs 10 yen (about 12 cents) more than regular Kit Kats, and Nestlé is donating this portion of sales to the Japanese Red Cross.

Nestlé had already been sending supplies to victims but hadn’t planned a product to support the victims emotionally—one that allows purchasers to “support and cheer for people they care for with Kit Kat,” as the wrapper copy states. The product makes customers think about the Tohoku victims and encourages a more emotional bond. This represents a new way of supporting victims, allowing Nestlé to utilize Kit Kat’s brand value to make support and donation activities a little more relevant and impactful. It is a simple yet meaningful way for Nestlé to use a core strength to bring more emotional impact to its contributions.