New Campaign For Dyson Blends Company Philosophy, New Products And Customer Interaction.

Tue 1 Jun 2010 in SSF Tokyo

Perfectionist

For the past 6 years we have helped tell Japan about the core essence of Dyson: An engineering-centric technology company that reinvented the vacuum and most recently, the electric fan. The 2010 campaign works at several different levels of communication:

1. The “Philosophy(Encouner/Perfectionist)” ads focus on the core values of the company and James Dyson’s appreciation for the Japanese concept of kaizen (continuous improvement working towards perfection) and how it impacted his own approach to product development

 

2. The DC26 “No Gimmicks” ads emphasize Dyson’s single-mindedness and purist approach to what’s important when it comes to vacuum cleaning: the best dust pick-up due to no loss of suction. That is why Dyson engineering would never develop machines that have add-on features that do not contribute to continuously picking up the most dust.
 

NoGimmicks

3. Our on-line efforts entitled “Truth About Dyson” provides a forum for people to ask questions and challenge Dyson’s approach to technology. It even deals with misperceptions that some people may have about Dyson by having real Dyson engineers respond to the issues.

These three components work in synergy to add relevancy of Dyson’s approach to engineering to the everyday lives of consumers in Japan.

 

 

 

Saatchi & Saatchi Fallon Tokyo Launches Global Campaign For Toyota

Thu 6 May 2010 in Automobile, Interactive, TVCM, Work

Toyota HSD

Explaining Hybrid Synergy Drive To The World.

Saatchi & Saatchi Fallon Tokyo was awarded the assignment in the Spring of 2009.

The challenges included how to explain a sophisticated technology in simple terms, not be car model specific and make sure it would be relevant to markets with varying degrees of HSD penetration and comprehension.

The solution: Meet Engine & Motor, two animated characters we created who explain how HSD works and the technology’s advantages via TV and web executions.

The campaign began rollout in the Spring of 2010 to over ten markets around the world.

Campaign website: http://www.hybridsynergydrive.com/the-full-hybrid/

 

 

 

Saatchi & Saatchi Fallon Tokyo Debuts Viral Campaign For Reebok’s TAIKAN® Performance Clothing

Wed 28 Apr 2010 in Sport, Viral movie, Work

TAIKAN

On April 1, SSF launched the viral component of the Reebok Taikan campaign. The short video is a “tip of the hat” to the original “Radio Calisthenics” morning exercise show that has been broadcast in Japan since the 1920’s, originally on radio and then on TV. Everyone growing up in Japan is familiar with the television calisthenics program and many companies and schools still routinely do the morning warm-ups together.

The staging and music of the Reebok TAIKAN® version at first looks almost exactly like the original. However an unexpected twist occurs when the on-screen female participants suddenly break from the normal routine to perform incredible feats of flexibility, balance and strength. And, of course, they are wearing TAIKAN® performance enhancing clothing.

The video was viewed over 100,000 times within its first 24 hours of release compared to an objective of 10,000. Viewers are directed to the TAIKAN® product website, which is experiencing almost a quadrupling of daily visits.

You can view the video for yourself at:
http://www.youtube.com/watch?v=Ep4JAf8hECE

 

 

 

Succeeding In The Participation Economy

Tue 26 Jan 2010 in News

Succeeding_In_The_Participation_Economy_TopImage


Succeeding In The Participation Economy
By Phillip Rubel, CEO Saatchi & Saatchi Fallon Tokyo

Everyone in marketing now knows that companies are no longer in control of their brands. Of course, the general public has known this for quite some time. But the past 18 months of economic turmoil has brought this point glaringly to light. The combination of tougher economic times combined with the myriad of ways people now have of connecting with each other to voice their opinions, entertain and learn valuable information has created an environment that we refer to as the Participation Economy. Marketers can no longer control what is said to vast amounts of the population about their brands.
The proliferation of communication channels and screens (TV, Computer, Mobile) has also given the world of marketing an intractable case of Attention Deficit Disorder (ADD). Where should brands be spending their budgets? How to measure success? How to generate efficiencies? These old marketing questions now take on new meaning in the Participation Economy.
Perhaps the starting place is to re-think and re-frame marketing communication in general. We’ve evolved from “marketing to” to “communicating with” to “creating with”. And it’s no longer about a “return on investment”. Instead, think “return on involvement”.
The combination of tough economic times and loss of control of brand-related content has also contributed to the polarization of consumption patterns. If your brand can’t truly differentiate itself and find an emotionally compelling reason for people to purchase, the decision to purchase will simply be a logical one, built on a decision-making framework of features, cost and accessibility compared to your competitors. But if your brand can create an emotional reason to connect with people, they will be willing to pay a premium for it, to seek it out, will remain loyal and may even become an advocate for you among family, friends and co-workers. Now which consumption pattern would you prefer your brand to play within? And which do you think is more economically sustainable?
Brands need to evolve beyond “branding”. We refer to this as creating Lovemarks. Lovemarks are products, services, countries, people – really anything – that a person can love beyond reason. We all have them. Our favourite shampoo, car, vacation spot, watch, ice-cream, coffee, school, movie, neighbourhood, laptop, mobile phone and so on that regardless of their quirks or cost, we simply can’t do without. I’ve witnessed polite dinner conversations turn into thirty-minute gushing conversations about why someone loves their Dyson. And don’t ever try to tell me that you don’t like my favourite brand of briefcase. Or how about a football fan’s favourite team? Or in my case, a hockey team that hasn’t won the cup since 1967. Lovemarks, the ultimate destination of a sustainable brand.

I would like to leave you with three questions I believe you will need to answer in order to create your own Lovemarks in the Participation Economy:

1. How can your brand help shape rather than follow popular culture?
2. Why would someone become an advocate of your brand instead of your competitor’s?
3. What SISOMO (Sight, sound and motion) neutral ideas does your marketing plan contain to spark the imagination, stir the hearts of and start a conversation among people?

In the Participation Economy, it’s not about spending more, disrupting the status quo or even integrated communications. It’s about transparency, an ongoing relationship and using creativity as an economic multiplier to build a Lovemark, supported by advocates beyond your marketing and sales departments.

 

 

 

Shu Uemura

Fri 18 Dec 2009 in Beauty, Graphic, News, Work

SHU RED

This year shu uemura developed a breakthrough skincare product, red:juvenus. The line is a unique and innovative anti-aging skincare product series that intensely energizes and revitalizes the skin. Our task was to build awareness, generate interest and motivate trial.

We decided to focus on the product’s sense of “flow” derived from the main ingredient, amalaki. So we dramatically expressed the concentrated power drop with the visuals.

You will find red:juvenus on shu uemura counters worldwide, however the release dates varies by country. Enjoy the flow!

Photographer: Koichiro Doi

 

 

 

Saatchi & Saatchi Fallon Tokyo Welcomes Patrick Plutschow as ECD

Tue 8 Dec 2009 in News, SSF Tokyo

RubelPlutschowKubota_572

Saatchi & Saatchi Fallon Tokyo confirmed today that Patrick Taro Plutschow will join the agency as ECD from January 2010.

“Patrick is a rare talent within the Japanese creative community”, explains SSF Tokyo CEO Phillip Rubel. “His Japanese-Swiss upbringing gives him bicultural and bilingual skills that few others can claim. His career has spanned Japan, America, South-East Asia and China with agencies such as Chiat Day, Leo Burnett, Beacon, Lowe and Hakuhodo.”

Plutschow has extensive previous agency experience with two of Saatchi & Saatchi’s largest global clients, Toyota and Procter & Gamble. In Japan, Plutschow and Rubel previously worked together at Beacon, where Plutschow was a Creative Director and Rubel was CEO.

“We merged Saatchi & Saatchi Japan with Fallon in Tokyo this past June. Since that time, my partner Mit Kubota (COO) and myself have been shaping and crafting our agency’s talent and resources to best suit the new and evolving needs of our clients”. Rubel continues, “Bringing onboard a creative talent and leader of Patrick’s caliber is a key part of our own evolution. I’m very excited to be working with him again. He’s a natural fit to the forward-thinking, media neutral creative environment we’ve created here.”

 

 

 

Japan Association for Refugees

Fri 16 Oct 2009 in News, Work

One Thousand Five Hundred & Ninety Nine.

The number of people who came to Japan as refugees in 2008.

They sought safe haven in our country, escaping from deadly conflicts over religion, nationality or race from their own countries.

Yet the refugee’s plight does not end when they arrive in Japan.

Are you aware of what they face here even after surviving the ordeal of escaping from persecution barely with their lives?

A severe reality awaits them.
Days without shelter, work, a person to depend on or even someone to speak to.

And it can take from six months to ten years for a person to be officially recognized as an asylum seeker by the Japanese Government. Such is the bleak, lonely and dark life for asylum seekers in Japan. Days in total darkness, feeling invisible, with no future.

So what can we do? The first step is to simply recognize that these people exist in Japan.

And then to provide them with the simple dignities of human life: food, shelter and safety.

Your acknowledgment sheds light on their dark existence. And provides the first trickle of a ray of hope.

Your awareness can give refugees the basic human right of living.

Lights for Rights.
Japan Association for Refugees.

 

 

 

SSF Tokyo Break First Mattel Print Assignment For Hot Wheels

Wed 7 Oct 2009 in Graphic, Toy, Work

Mattel

Saatchi & Saatchi Fallon Tokyo has just released its first effort for new client Mattel. Most toy cars are miniature versions of the real car. In this case, SSF flipped it around and treated a Hot Wheels classic Camaro muscle car as if it was the full sized real deal. This is based on the insight that kids like to imagine they’re playing with the real car and adult collectors treat their collections quite seriously – similar to the way real car enthusiasts do. So this ad hits the crossroad where both target audiences intersect.

Headline translation: “Ready for a new set of wheels?”

 

 

 

Small? DC26 Introduction by Dyson

Thu 25 Jun 2009 in Dyson, Graphic, Newspaper, TVCM, Work

DC26 AD
DC26 OOH

Convention:
To benefit from Dyson’s constant suction power and strong performance, people believed they would have to sacrifice their preferences for a lighter and smaller machine.

Cause:
Even people who prefer a smaller-sized vacuum should not have to compromise the full-sized performance of a Dyson.

Campaign:
We introduced the DC26 model, a smaller sized vacuum that has the same uncompromising no loss of suction power and capabilities of larger sized Dysons. Integrated media exposure includes TV, magazines, newspaper & transit.

To highlight DC26’s uncompromising capabilities packed within a physically smaller body, we created a unique display installation at Ginza((Display AD/Pillar AD)) and Osaka stations and on-line communications that focus specifically on the inner-technology. The campaign remains true to James Dyson’s point of view as an engineer that “things should work properly” a hallmark trait of all our communications for the brand. The DC26 campaign features the simple truth that all Dysons do: solving the fundamental clogging problem of all other vacuum cleaners, but now solved in a size even more appropriate for many Japanese homes.

Results:
Although just launched, this campaign has already had a significant impact in the market, increasing Dyson marketing share by over 3% within the first month post campaign commencement. Early indicators are that the Japanese target audience have responded very well to the messaging of “smallness but with no loss of suction power”.

 

 

 

Saatchi & Saatchi Fallon Tokyo

Fri 5 Jun 2009 in News, SSF Tokyo

SSF

Combining local creativity with global resources in a uniquely entrepreneurial Tokyo-based advertising agency.

We are Fallon. We are Saatchi & Saatchi.

We are the culmination of both agency networks in Japan.This gives us unique strengths & advantages: The local entrepreneurial & creative craftsmanship of Fallon combined with the global resources & support of Saatchi. A powerful combination which nimbly & efficiently delivers a complete range of creative capabilities.

We believe in the unreasonable power of creativity.

We believe that creativity is an economic multiplier that creates value so brands can outsmart the competition rather than outspend them.

We believe creativity can inspire love & loyalty beyond reason.

We believe creativity can generate unprecedented sustainable growth.

And more than simply believing in this doctrine,
we put it into practice on our clients’ behalf every day.

 

 

 

Company overview

Mon 1 Jun 2009 in SSF Tokyo

Saatchi & Saatchi Fallon Tokyo KK

Established: March 1, 2000

Address &Tel:
4-9-3 Jingu-mae, Shibuya-ku Tokyo 150-0001
TEL: +813-6438-1255
FAX: +813-6438-1254

Management Team:
CEO, Representative Director: Phillip Rubel
COO, Representative Director: Mitsuru Kubota

Business:
Total integrated marketing communications planning and production.

Banks:
Bank of Tokyo-Mitsubishi UFJ Omotesando Branch
Sumitomo Mitsui Bank Aoyama Branch
Mizuho Bank Shibuya Branch

Business alliance:
SSF Worldwide, Fallon Worldwide, Saatchi & Saatchi Worldwide and Publicis Groupe Holdings

Affiliated Organization:
Japan Advertising Agencies Association
All Japan Radio&Television Commercial Confederation

HP:http://www.ssftoyko.co.jp

 

 

 

Join Saatchi & Saatchi Fallon

Mon 1 Jun 2009 in Contact

Join us

Are you interested in challenging yourself, exercising your creativity and participating in helping us change what creativity & strategic thinking means in the world of Japanese marketing? If so, please check this site every so often for job postings. If we aren’t currently hiring, send us your resume with a brief introduction explaining your skills and interest and we’ll keep your details on file for future openings.

naoki.ishikawa@ssftokyo.com

 

 

 

Fallon invents first of its kind creative & media concept for Lancôme

Fri 27 Feb 2009 in Beauty, News, Work

LANCOME

Fallon Tokyo launched a first of its kind campaign for Lancôme’s Oscillation mascara consisting of in-train and print elements using electronic paper and lenticular lens technology. The campaign consists of a “train jack” installed on Tokyo Metro trains running on the busy Ginza and Marunouchi lines, includes a hanging electronic poster that presents a moving image of the oscillating brush supported by newspaper and magazine ads. The fixture marks the first time for electronic paper to be used to create a suspended transit poster.
 

 

 

Phillip Rubel

Fri 27 Feb 2009 in About Us

Phillip Rubel

Phillip Rubel
Chief Executive Officer, Representative Director

After a career in Canada that included marketing with Schering-Plough, advertising with Y&R and leading his own agency in Canada for 9 years, Phil came to Japan initially with McCann-Erickson where he was a Senior Vice President and later again as Chief Operating Officer. Phil joined D’Arcy as CEO and was soon charged with the responsibility of merging the offices of D’Arcy, Leo Burnett and part of Dentsu to form Beacon, becoming their first CEO, before being invited to become an EVP at Leo Burnett’s HQ in Chicago.
Phil’s passion for blending strategy & creativity led him to Fallon and to co-launch a shared vision of a truly unique results driven creativity company in Japan. In addition to CEO duties, Phil built and leads Fallon’s strategic planning practice and is highly engaged in the planning and creative development process for many of Fallon Tokyo’s clients.

 

 

 

Mitsuru Kubota

Fri 27 Feb 2009 in About Us

Mitsuru Kubota

Mitsuru Kubota
Chief Operating Officer, Representative Director

Mit’s career in advertising began in account management at McCann-Erickson. After joining Dentsu Young & Rubicam, Mit spent the next 19 years of his career working with large domestic and international clients operating in Japan. His expertise spans business planning, media engagement, sports & music event planning. As co-founder of Gram in April 2000, Mit was among the first Japanese advertising entrepreneurs to break away from big agencies and strike out on his own. In 2003, Fallon Worldwide discovered Gram and with the addition of Phil Rubel, founded Fallon Tokyo.
As COO of Fallon, Mit is fully engaged with every aspect of the agency, key clients and is particularly focusing on the growing disciplines of integrated communications.

 

 

 

 

Fallon life

If it's all work and no play, we wouldn’t have lasted all the way. Find out what life in SSF is like.


 

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4-9-3, Jingumae, Shibuya-ku, Tokyo
+813 6438 1255
http://www.ssftokyo.co.jp


 

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