Tagged 'nostalgia'

Seeking heroes, Japanese look to history

Published by Jordan Price - Tokyo on March 10, 2010 in Asia Pacific. 0 Comments Tags: , , .

history-girls-4Among the Top 10 most popular words/phrases for 2009 in Japan, a list compiled by publisher Jiyu Kokuminsha, was Reki-jo—literally, “history girls.” Young Japanese women are suddenly taken with Japanese history, in particular warlords and famous samurai of the Warring States period (the mid-15th to early 17th centuries). And it doesn’t seem to be just a passing fad.

The history-focused Jidai Shobo bookstore in Tokyo, for example, had predominantly male customers when it opened in 2006, but a news report says that more than half are now women, and 90 percent are in their 20s and 30s. The history magazine Rekishi Kaido has seen its circulation jump to more than 120,000 from 70,000 five years ago, with female readership rising from 15 percent to 40 percent.

This trend seems to be driven in part by young women searching for models of masculinity http://item.rakuten.co.jp/keitai/408-638880/in reaction to the startling rise in asexual, unambitious “herbivore boys” (discussed in a previous post). But deeper than that, it also seems connected to a growing undercurrent of sentiment that the nation has lost its way. The recession has driven faith in government and business leadership to an all-time low and even given rise to more general questioning of various aspects of modern life, pushing many to look for better models from the past. The historical figures being idolized represent lives based on strong principles and convictions, and a greater vision—exactly what’s seen to be missing in political, social and business leadership and modern life.

What this means for brands in Japan is that there’s a void to be filled: a hunger for leadership, passion and vision. More than ever, brands must better define their core principles and values, and fully live by them, so that brands themselves can become respected role models.

Photo Credits: http://item.rakuten.co.jp/, http://books.rakuten.co.jp/rb

Kia Motors drives on toward a brighter tomorrow

Published by Jessica Vaughn - New York on January 13, 2010 in North America. 0 Comments Tags: , , , .

Kia Motors envisions a new future for the American auto industry in a spot introducing the company’s West Point, Ga., plant, its first manufacturing facility in the U.S.

The commercial features a young boy in 1951 riding a bicycle through time straight into 2010 and the company’s brand new Georgia plant. As the boy rides, a voiceover describes how Kia has evolved over the past 60 years from a bike manufacturer to a leading international automaker. Kia attributes its success to the company’s progressive spirit. Since the 1950s, Kia has continually challenged itself to “come up with better ways to help people get around.” The voiceover goes on to say how the new, state-of-the-art manufacturing facility in West Point, Ga., is the company’s proudest achievement yet, not because it demonstrates how far Kia has come, but because it offers “a glimpse of where we’re headed tomorrow.” The commercial concludes with Kia’s past and present alongside each other as the boy and his bike watch Kia’s newest car, the Sorento, drive off into the future.

This spot provides an excellent example of how hope-filled rather than fear-filled messaging can help brands transition into recovery. Instead of focusing on the auto industry’s turbulent past, Kia is shining a light on the future promising better days ahead for the American auto industry and auto worker. In this spot, Kia offers a future in which consumers will be better off thanks to the ambition, innovation and optimism at the core of the company.

In Australia, MasterCard focuses on the meaning of the moment

Published by Mollie Hill - Sydney on December 15, 2009 in Asia Pacific. 0 Comments Tags: , .

Could there be a growing realization that life is more than a series of transactions—even from a credit card brand? The latest Australian MasterCard campaign reflects an attitude fostered by the recent economic downturn: a turn away from compulsive consumption and a focus on appreciating the value of “the moment,” and specifically the time that goes into making that moment special. (Just last week, we highlighted an L.L.Bean holiday commercial that also emphasizes the value of the moment.)

The 30-second spot shows how a rock is formed over eons, from its origins in a volcano to being skipped over water by a dad and his son. Says the voiceover: “Not knowing how much goes into a moment? Priceless.” This is an interesting shift of the “Priceless” campaign, which has focused on the transactions that go into reaching a “priceless” moment. (The commercial promotes MasterCard Moments, “an exclusive program of awe-inspiring experiences specially chosen for Gold and Platinum MasterCard holders.”)

AnxietyIndex research has shown Australians to be particularly pessimistic about the future relative to the actual impact of the global recession on their lives. Coming out of this unsettled and uncertain period, the importance of time, family and the special moments that arise from these serves as a strong leverage point for brands looking for to engage audiences in a deeper and more meaningful conversation.

In Germany, Coca-Cola positions itself at center of family meal

Published by Magdalena Rataj on October 19, 2009 in Europe. 2 Comments Tags: , , .

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“Coke deckt den Tisch” (“Coke sets the table”), Coca-Cola’s new campaign in Germany, brings the whole family back to the table and successfully communicates that Coca-Cola is a perfect drink to serve at mealtime.

Families tend to come together during economic downturns and uncertain times, and they’re more likely to do so at home, since people are dining out less often. A recent survey by TNS Infratest on behalf of Coca-Cola confirmed this and also found that in Germany almost half of Coca-Cola drinks are served with food. And 40 percent of these drinks are consumed at home. The survey also found that 95 percent of families want to spend more time together and more than two-thirds want to eat at home together more often, but only half do so.

In Latin America, Coca-Cola gets subtly nostalgic for the optimistic ’80s

Published by Sebastian Codeseira - Mexico on September 25, 2009 in Latin America. 0 Comments Tags: , , .

In this new Coca-Cola commercial from Latin America, adversity, loneliness and darkness are metaphors for the turbulent financial times we’re facing. The sun won’t come out by itself, we have to make it happen. We see a dark world in which a boy fetches a ladder, climbs it and paints a sun in the sky; everyone is awakened by it. Then we see endless ladders pointing at the sky, and the collective effort results in the sun eventually lighting every corner of the city. Coca-Cola’s optimistic message: The crisis is still here, but so is the sun; it’s just hidden, waiting to emerge through our collective efforts.

What’s curious about the spot is that the track is reminiscent of a typical ’80s jingle. And in fact the entire commercial has an ’80s mood. Is this a retro gesture, like the one we saw from Coca-Cola Mexico, which used the Annie song to assure people that the sun will come out tomorrow? Is Coca-Cola subtly linking the brand with the pop naivete of the ’80s, a time that wasn’t beset by any crisis? When the future is uncertain, optimism seems to rely on nostalgia as a point of reference.

 

A Czech brand gets a new spring in its step

Published by Michaela Balarinova - Prague on August 4, 2009 in Europe. 0 Comments Tags: , , .

botasIt’s conventional marketing wisdom that in frightening economic times, brands can emotionally bond with consumers by reminding them of better times and harking back to consumers’ childhoods. Some marketers have even revived old advertising in order to do that. Now the Czech sport shoe company Botas has gone one step further, reviving the classic product itself.

Botas shoes were launched in 1966, becoming one of the country’s most popular mass-market sneaker brands. But in the ’90s, the brand’s appeal started to fade, and it seemed Botas had a bleak future. Then, in 2005 two design students won a European Design award with a redesign of the shoe. They subsequently collaborated with the company to create a standalone label, “botas 66,” which launched with 13 designs earlier this summer. The students also designed the communication materials and packaging. Significant media interest helped generate free PR, and the collection has been a big success.

This affirms a few established rules for surviving in a recession: Bond with consumers and give them confidence that they can rely on you through the bad times; use social media to help propel word of mouth; and, probably the most important rule, don’t be scared to take risks and innovate.

Coca-Cola Mexico exhibits retro-optimism through Annie’s voice

Published by Sebastian Codeseira - Mexico on June 23, 2009 in Latin America. 0 Comments Tags: , , , , .

Coca-Cola Mexico has launched a commercial that positions its family of drinks as icons of optimism. For this, it turns to a cultural icon: little orphan Annie. Different people in different settings sing parts of the chorus: “The sun will come out, tomorrow/Bet your bottom dollar that tomorrow, there’ll be sun …”

Once again, icons and cultural codes are used to connect with an audience that shares those codes. What’s interesting is that the spot creates a contrast between the past (Annie) and the future (discourse about tomorrow) that reflects a cultural insight: We are avoiding this difficult present by simultaneously feeling nostalgic for the past and optimistic about the future. While Coca-Cola is making a statement about the future and optimism, the spot works insofar as it turns back to the past, using nostalgia to make an impact with the audience. It’s a strategy that might be called retro-optimism. —with the contribution of Sofia Ontivero

In U.K., brands jump on the nostalgia bandwagon

Published by Mariko Kataoka - London on May 27, 2009 in Europe. 2 Comments Tags: , .

Is nostalgia and heritage a winning formula when times are hard? No.

“Trying something new for 140 years: Sainsbury’s.”

“Tough but gentle for 100 years: Persil.”

“Quality worth every penny: M&S celebrating 125 years.”

Several brands have jumped on the nostalgia and birthday bandwagon, portraying themselves as having been with the British people for generations, influencing society, culture and individual’s lives, and promising they will continue to be with the British people today and hopefully for another century. It started last year when Hovis launched an epic 122-second TV ad looking back at the 122 years of British history a loaf of its bread has witnessed and announcing the brand’s return into stores.

Hovis managed to create a strong emotional connection, but the rest seems a bit of a miss. Heritage doesn’t mean much in a world where long-established institutions go bust and disappear overnight. Plus, nostalgia for a brand’s past is irrelevant if its values are rooted in what consumers desire today (Sainsbury’s: inspiring people to try something new every day; M&S: quality, value, service, innovation and trust). Nostalgia worked for Hovis because it’s the brand idea—not because of the current climate.

Instilling trust and confidence with old-fashioned values

Published by Mollie Hill - Sydney on May 22, 2009 in Asia Pacific. 1 Comment Tags: , , .

HSHL0053_SMHIW_NEWS_T84.inddDuring uncertain economic times, consumers looking to invest in property will respond positively to brands that give them the confidence that now is the time to do so. An HSBC print campaign that announces the bank’s latest home loan rates does so effectively.

It leads with a rational claim based on its market-leading low rate and then leverages the fact that HSBC is offering its “lowest rates since the ’50s.” Executions reference the style and signifiers of that era (the Melbourne Olympics, the invention of the television and vintage cars) to contextualize the rate and therefore amplify the message. The low-rate message is clearly communicated through a creative idea that not only amplifies this message but also draws on nostalgia and old-fashioned values to further engender trust and confidence.

Economic downturn is just the tip of the iceberg for anxious Japanese

Published by Jordan Price - Tokyo on May 12, 2009 in Asia Pacific. 0 Comments Tags: , , , , .

gustty_2546557644_1edd3f7f02Japanese culture—more than most, and, some would argue, even to a fault—places great emphasis on stability and harmony. So when they break down, Japanese people get antsy.

The recent global economic woes are perhaps the proverbial straw that broke the camel’s back, but a string of events have led to a dramatic loss of stability and revealed cracks in the cultural fiber of the country.

Our most recent AnxietyIndex, which you can download here, finds that 90 percent of Japanese consumers say they are anxious, and a quarter of those express intense anxiety.

It’s easy to see why. Unlike other parts of the world, Japan has not enjoyed the growth and prosperity of the last 15 or 20 years, thanks to the “Lost Decade” of economic stagnation following the early-’90s bursting of Japan’s bubble economy. And just as the country’s economic prospects were looking up, the current global recession hit and its export-dependent economy has been even more hobbled.

Continue reading ‘Economic downturn is just the tip of the iceberg for anxious Japanese’