Recruitment

Fri 13 Jan 2012 in Contact


 

 

 

SSF helps Google Launch Google Display Network

Wed 30 Nov 2011 in SSF Tokyo, Work

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Google Display Network (GDN) delivers the right ad, to the right person, at the right time, via Google’s sophisticated audience and contextual targeting technology supported by a very broad online reach – About 90% of the Japanese population. Going way beyond traditional banner ads, the technology brings ideas to life in a more engaging, relevant and effective way. Our mission was to attract and engage media planners and marketers and get them excited about GDN.

Saatchi & Saatchi Fallon determined that the best way to explain how it works was to make the actual technology part of the campaign. That way, “experiencing” can become “believing” as the target audience is given a real-time personal demonstration of how it works.

The campaign idea asks viewers to vote their selection within the actual banner space where they can also connect to see a video that is linked through YouTube, and a Scale banner that demonstrates how you can choose the target you want to reach.

For trade magazines, we utilized Google’s Japan map, communicating the bull’s-eye target placement via GDN.

The online and the print campaign elements lead to a “Watch This Space” landing page, inviting the target audience to experience GDN benefits for themselves by viewing exciting Japanese case studies that showcase the superb technology.

 

 

 

Volvo Awards Japan Account To Saatchi & Saatchi Fallon

Fri 25 Nov 2011 in News, SSF Tokyo


Following an intensive review process involving several top domestic and international advertising agencies in Japan, Volvo has awarded advertising duties to Saatchi & Saatchi Fallon.

“We credit our win to a terrific team effort, despite being a late entry into Volvo’s review process. Volvo was not only able to see our understanding of the domestic car market but also the spirit and genuine enthusiasm of the team” says COO Mitsuru Kubota.

“Volvo recently announced its new brand essence “Designed Around You” which puts the customer at the center of focus from an engineering, service and total brand experience perspective” explains SSF CEO Phillip Rubel. “Volvo is also shifting how it communicates with customers by focusing on digital based activities. We were able to show how we can deliver a tangible solution for both of these key marketing issues based on our local experience with luxury brands and Swedish brands within the Japanese market.”

 

 

 

Saatchi & Saatchi Fallon helps HOPE International Development Agency launch its membership campaign.

Wed 16 Nov 2011 in SSF Tokyo, Work

Hope’s Mission Statement describes the NPO’s objective as: “improving the supply of basic human necessities for the neediest of the needy in the developing world”. The neediest of the needy are the neglected poor that other government agencies and NPOs are unable to reach.

The help consists of a variety of urgent aid efforts but the core activity is providing the means and the knowledge for people to be able to support themselves in a sustainable way. For example, this includes building and maintaining clean water wells.

Saatchi & Saatchi Fallon has created a short film that “starts with the results” and shows by using a reverse timeline film technique how a person’s donation of 1,000 yen per month led to the construction of a well in a village in Cambodia.

Please visit their campaign website to see the video and more:
http://www.hope.or.jp/there-is-hope/

 

 

 

Saatchi & Saatchi Fallon Tokyo partners with Mie Project to launch Choosee, a premium organic food concept store in Omotesando

Wed 28 Sep 2011 in News, SSF Tokyo

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On September 17, Mie Project opened the doors to their first store branded under the name CHOOSEE. But this won’t be just another specialty food store in the trendy Omotosando neighbourhood of Tokyo.

To begin with, the store occupies part of SSF’s first floor office space. We’ve done some unusual and breakthrough campaigns for clients before but this is a first even for us! Secondly, this is the first time that premium food importerMie Project will offer the company’s whole range of 200 packaged organic food and drinks from over 20 international suppliers in their own retail environment. Over time, they even plan to find ways to link with locally grown organic fresh produce.

“Mie Project has been keen to set up a pilot shop to enable direct contact with consumers and accelerate awareness and trial for our brands & product range” says Duco Delgorge, President of Mie Project. “I also believe this is an excellent way to support our retail customers because it builds awareness of our products that can be purchased at all the other retail shops. Mie Project is happy to partner with an advertising agency which recognizes the future of sustainable and ethical food retailing.”

So why is an advertising agency partnering with a food importer to launch a pilot store? There is no better way to understand ever-evolving consumer preferences and behavior than to actually have an operating store within our midst. Sustainable, ethical, organic and premium represents the cutting edge themes of consumer food products shopping in Japan as well as in other countries. We plan to use the store to cultivate in-store retail learning and gain insight into consumer behavior. Besides, we also believe in the products and approach Mie Project has taken and welcomes the opportunity to support them. Sustainability strategy and marketing is part of the DNA of the agency on a global basis, through our Saatchi & Saatchi S business unit. The Choosee pilot store will be a living shopper marketing laboratory for the agency.

 

 

 

New Citi Cards Campaign Aims For Younger Users

Mon 1 Aug 2011 in News, SSF Tokyo, Work

イタツク

Saatchi & Saatchi Fallon has launched a campaign for Citi’s Reward/Cash Back Cards, designed particularly to attract a younger target audience. We took a very different approach to this campaign because of our targets. The videos extoll the features and benefits in a most unique way thanks to the two main characters appropriately named Itarery & Tsukusery. It cannot be describe by words – you really must see for yourself at www.itarerytsukusery.com
 

 

 

Saatchi & Saatchi Fallon Launches Café Scandinavia Campaign for Electrolux

Tue 19 Jul 2011 in News, SSF Tokyo, Sweden, Work

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Although the Swedish giant Electrolux is a household name for appliances in Europe, North America and many other parts of the world, it is not currently a well known brand in Japan. We’re about to help change all that with the launch of the Cafe Scandinavia campaign. The central part of this campaign so far is a series of web films built around an imaginary Scandinavian café. It is the perfect platform to introduce Japan to Electrolux’s premium line of high quality products. Viewers will follow the heartfelt story of how the cafe owner and a customer completely misunderstand each other. A compelling twist is the “she says – he says” point of views expressed in the film segments. And, fans can enjoy more by following the main characters through Twitter and Café Scandinavia account on facebook.

www.cafescandinavia.jp/

 

 

 

Saatchi & Saatchi Fallon has begun pro bono work supporting the HOPE International Development Agency

Fri 8 Jul 2011 in News, SSF Tokyo, Work

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There are many excellent and worthwhile charities and support groups in the world. HOPE has two approaches that help differentiate themselves from many others: 1. The primary focus is the neglected poor: people or communities that may find themselves outside the range of government support and other organizations; 2. A focus on sustainable activities that help people become self-sufficient. Learn more at www.hope.or.jp
 

 

 

Filariasis Zero Movement – To reduce the number of suffering dogs as much as possible.

Mon 4 Jul 2011 in News, SSF Tokyo, Work

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Do you know a disease called ‘Filariasis’?
You may have heard of it but did you know it is actually a very dangerous disease for dogs? It could potentially lead your beloved dog to death if you do not treat the infection properly.

This disease is in fact preventable and you can do so by just giving a preventative medicine once a month to your dog. However, surprisingly, the survey shows that only one third of dog owners use this preventative medicine therefore the rest of dogs can contract this disease at any time of their life.

We do not want our dogs to suffer.
We do not want to see the tragic faces of their loving owners.

This is what lead us to launch “Filariasis Zero Movement” in March 2011.

We started this campaign by encouraging dog owners to take their dog for a check up at an animal clinic. We also asked those owners to use the preventative medicine once a month. SSF is working together with Merial Japan to support and encourage this movement

Through support of this movement, we hope to reduce the number of dogs suffering from this disease to zero. By creating awareness among dog owners about this disease we can prevent the sadness and tragedy that it causes to dogs and their owners alike. Please help us to spread the word to all dog owners and put an end to this terrible affliction.

www.filariasis-zero.jp

 

 

 

New Year Party 2011

Fri 28 Jan 2011 in Party, SSF Tokyo

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On the 25th of January, we hosted our annual New Year Party. As usual, we transformed our office garage into an Izakaya and the 1st floor conference room plus patio into a Bar & BBQ Grill fortified with plenty of wine, champagne and Heineken. We welcomed and entertained many clients. “Aizawa-ya”, served and cooked by our SCD Aizawa san, was offering some tasty Oden and Japanese stew. Our CD Uemura san was in charge of the Yakitori and skewered plenty of delicious Japanese grilled chicken. And of course, we need to thank our in-house wine sommolier, Kato san for his excellent selections and tasting notes. And last but not least, we appropriately ended our party with Mochi-tsuki (traditional Japanese rice cake making). We hope you enjoyed our party and a big thank you to all. We wish you the very best for 2011.
 

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Reebok Taikan Viral Video 2nd Most Viewed In All Of Japan for 2010

Tue 21 Dec 2010 in News, SSF Tokyo, Viral movie

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“The Reebok viral campaign for the Taikan line of performance wear is an excellent example of how to do a viral campaign right. The KPI results speak for themselves “, so says Zach Taub, Reebok’s Brand Director. The video is a parody based on a very well known exercise show in Japan.
 

The campaign ran from April 1 to mid-May and was designed to raise awareness of the Taikan product line. The icing on the cake for this campaign was the recent announcement by YouTube Rewind [see www.youtube.com/rewind] that the viral video was the second most viewed video on YouTube in Japan in 2010. “We were only beat out by a famous local celebrity model’s very sexy fashion shoot film called Glamorous. So if we’re going to come in second to somebody, it might as well be to something like that” jokes Taub. Currently the Taikan video is closing in on 2 million views. [See: http://www.youtube.com/watch?v=Ep4JAf8hECE]
 

“We had hoped to get 100,000 views in six weeks – we got 134,000 views the first day and over 1.6 million views by the six week mark.” explains Phil Rubel, Saatchi & Saatchi Fallon’s CEO. “In addition to the YouTube views, we also achieved over 550 million yen’s worth of free TV exposure as almost all the key stations in Japan featured the video, the products, the performers and sometimes even Reebok representatives on their shows. We had expected some media exposure but never anticipated anything this big.”
 

“However a successful viral campaign involves much more than a great piece of film placed on-line. The agency carefully crafted a plan that was supported by some integrated activities that would detonate maximum exposure of the video in a short period of time.” added Taub.
 

“ The key to success was two-fold”, Rubel further explains “First, the campaign taps into a tremendous cultural icon. The daily calisthenics show had been on TV for decades and almost everyone growing up in Japan knows about it and has probably exercised to it at some point. Secondly, the campaign was based on an insight that everyone can relate too – which is people’s penchant for purchasing expensive new equipment to improve their game, rather than improve their own physical core. That’s the essence of the creative strategy that led to the idea of launching the fake ‘next generation’ of the calisthenics show. And, of course, the surprising twist that people saw when they viewed the video which our creative team came up with made it absolutely irresistible not to pass on to friends.”
 

 

 

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.
 

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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

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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.

 

 

 

 

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