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Thu 21 Feb 2013　in About Us, News, SSF Tokyo
Valentines Day 2013 at SSF Tokyo

Valentines Day 2013 at SSF Tokyo

Valentine’s Day!!!

In Japan, it is customary for the girls to show love to the guys with chocolates and gifts.
(Lovely country isn’t it boys?!)

So every year, the girls of SSF put their hearts & brains together and think of a fun way to show some love to the boys.
This year, as SSF has grown to have so many boys with unique characters, the girls decided a single cake just wouldn’t do.
We decided to order individually customized valentine cupcakes that showcase each boy’s individual personalities and characters.

The girls came up with the images they had for the boys (this was the fun part!) and our lovely designers Haruka and Akane turned them into a simple iconic designs.

And TADAAAA!!

30 beautifully designed cupcakes to fit each of our boys!
Surf boards, takoyaki, soccer balls, blue sweaters, rugby balls, cigarettes, stripes, capsule hotels, hunting caps, GOD…
My they all look so cute and yuuuuuuuummmmy!!!

We had the boys come up one by one and pick out the cupcake they thought was theirs.
Surprisingly, the boys really knew themselves well, or should we say the girls knew the boys well?
Either ways, it was great fun guessing and getting to know what people thought of the boys and what the boys thought of themselves.
A really fun Valentine’s Day at the office.

Well done girls. We really raised the bar on this one.
Boys, I hope you’re already preparing for your ３倍返し(3 times back) on White Day!*

Happy Valentines!!

* March 14th when the boys give back to the girls who gave them Valentine’s day gifts.

 

 
 

Saatchi & Saatchi Fallon Will Represent Japan On The Bees Awards 2012 Jury of 21 International Professionals

Wed 29 Feb 2012　in News, SSF Tokyo

SAN FRANCISCO, CALIFORNIA, February 17, 2012 – The Bees Awards – first international social media marketing awards for communication professional – open their 3rd Edition and announce their 2012 jury.

Phillip Rubel, CEO & Representative Director from Saatchi & Saatchi Fallon Tokyo will represent Japan. He follows Toshiya Fukuda, CEO of 777interactive and Toru Saito, CEO of Loops Communications who respectively sat on the jury in 2011 and 2010.

“One-fifth of the planet is using social media platforms. That new reality calls for a new expertise: “Social Media Marketing is not a matter of one country, one language or few companies. It is happening everywhere on the planet, in every language,” states Cara Drolshagen, Co-Founder and Vice-President of The Bees Awards.

“Last year, The Bees Awards received entries from 33 countries across 5 continents. 74% of these entries came from large brands such as Ford, Ikea, Disney, Pepsi and Toyota. Social Media Marketing is a serious business, and it is one that is gaining more momentum and power each day.”

On May 24, 2012, the jury will honor world’s best social media marketing executions of the year in order to promote expertise and ethics for a sustainable industry. Over 26 social media different categories will be reviewed by the following well renowned professionals from 15 different countries:

Claire Adams
Head of Social Media, EURO/RSCG London (UK)
José Azanza Arias
Director General Creativo, Wunderman (Argentina)
Brandon Cheung
Regional Digital Strategy Director, Tribal DDB (Hong Kong)
Bruno Clement
Head of Strategic, Creative and Digital Planning, Public Systeme Hopscotch (France)
Thomas Crampton
Asia-Pacific Director, Social Media, Ogilvy & Mather (China)
Martin Drust
Managing Partner, Kempertrautmann GmbH (Germany)
John Gagne
SVP, Executive Creative Director, Proximity (Canada)
Stephen Goldblatt
Executive Creative Director, Evolution Bureau (United States)
Attila Lonkay
Executive Creative Director, Saatchi & Saatchi (Hungary)
Tor Lowkrantz
Digital Advisor, Wenderfalck (Sweden)
James McKay
Managing Director, Quirk Cape Town (South Africa)
Mike McKay
Chief Creative Officer/Partner, Eleven San Francisco (United States)
Cortlan McManus
Social Media Director, Havas Digital Middle East (UAE)
Jonas Klit Nielsen
CEO & Founder, Mindjumpers (Denmark)
Nir Refuah
VP Creative, McCann Digital (Israel)
Mark Ringer
Executive Creative Director, TBWA\TEQUILA\ (Hong Kong)
Bill Roden
Creative Director, Saatchi & Saatchi LA (United States)
Phillip Rubel
CEO & Representative Director, Saatchi & Saatchi Fallon (Japan)
Raphael Vasconcellos
Executive Creative VP, AgenciaClick Isobar (Brasil)
Jiravara Virayavardhana
Managing Director, Ogilvy PR Worldwide (Thailand)
Ben Winkler
Chief Digital Officer , OMD (United States)

Details at: http://www.beesawards.com/2012/jury

The jury selection was based on professional recognized expertise, the references received from their peers, their passion for social media, and their geographic location. Together, they will honor the best social media marketing practices, define standard practices, and establish the standard of ethics that will foster the long term growth of the profession.

Five (5) new categories are added to the ones of last year:
-　Best Use of Ad Banners on Social Media Platform (NEW!)
-　Best Convergence SEO/SEM with Social Media (NEW!)
-　Best use of Geo-Location for Social Media Marketing (NEW!)
-　Best use of App for Social Media Marketing (NEW!)
-　Best Tool or Technology for Social Media Marketing (NEW!)

“Social Media Marketing is not revolutionary. It is evolutionary.” says Co-Founder & President, Mr. Bastien Beauchamp. “It remains faithful to the principals of the founders of our industry: Albert Lasker, David Ogilvy, and Bill Bernback. These founders felt strongly that a company should always care about its brand and its reputation, always try to build a brand that is truthful to its product, understand its consumers, and communicate with personality. These marketing fundaments don’t change and The Bees Awards 2012 Jury reflects the fact that large marketing agencies not only evolve in their practices but will also be challenged every day by small specialized social media agencies.”

Important Dates:
February 17
Call for entry: Social media, public relations, advertising agencies, brands and consultants from around the world can submit their entry at http://www.beesawards.com

April 4
Deadline to submit entries
May 24
Nominees and winners will be announced

About the Bees Awards:

Name
The Bees Awards Inc.

Description
The first international social media marketing awards for　communication professionals.

Mission
Honoring the best social media marketing executions of the year in order to promote expertise and ethics for a sustainable industry.

Location
San Francisco, California

Founded
January 2009

Principals
Bastien Beauchamp, Co-Founder & President
Cara Drolshagen, Co-Founder & Vice-President

General information:
Website:　http://www.beesawards.com
2012 Jury:　http://beesawards.com/bees/2012/jury
LinkedIn: http://www.linkedin.com/company/the-bees-awards
Facebook:　http://www.facebook.com/BeesAwards
Twitter:　http://twitter.com/BeesAwards

Media Room:　http://www.beesawards.com/bees/2012/bloggers-media

Contact: 　media@beesawards.com

 

 
 

Saatchi & Saatchi Fallon Tokyo Partners With Digital Jungle In Japan

Tue 7 Feb 2012　in News, SSF Tokyo

Digital Jungle opens Japanese office and forges new partnership with Saatchi & Saatchi Fallon Tokyo

Tokyo February 1st 2012 – Saatchi & Saatchi Fallon Tokyo announced today it would partner with Digital Jungle, a social influence digital marketing agency to provide clients with social media analytics technologies and social marketing services. Digital Jungle already has an existing relationship with Saatchi & Saatchi in China.

Phillip Rubel, Saatchi & Saatchi Fallon Tokyo’s CEO stated, “Penetration of social media is proliferating within all aspects of people’s lives in Japan. Prior to March 2011, social media activity was inherently a local Japanese one. But since last March, we’ve seen a huge spike in people adopting a more internationalized approach, particularly in their usage of Twitter and Facebook. The challenge for marketers is how to participate in the conversations going on, recognize the opportunities and then how to measure the impact of what they do.”

Dr Mathew McDougall, Founder and CEO of Digital Jungle said, “I am pleased that Digital Jungle is able to extend it’s range of products and services into Japan but also recognize the importance of having a strong local partner such as Saatchi & Saatchi Fallon to work with. We look forward to the new opportunities that the Japanese market has to offer.”

Rubel added: “Digital Jungle brings an exceptional array of analytical tools and skill sets to the table as well as the talent to work hand-in-hand with us to execute ideas. Melding with our media neutral, multi-screen focused approach to integrated marketing communications makes perfect sense. Working with Digital Jungle will give our clients in Japan a distinct advantage”.

 

 
 

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

Wed 28 Sep 2011　in News, SSF Tokyo

choosee

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.

 

 
 

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

Tue 21 Dec 2010　in News, SSF Tokyo

図1

“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.”
 

 
 

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.

 

 
 

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.

 

 
 

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.

 

 
 

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

Fri 27 Feb 2009　in 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.
 

 
 

Fallon Wins Canadian Tourism

Fri 26 Dec 2008　in News

CTC

Following an intensive & thorough multi-agency selection process, The Canadian Tourism Commission has chosen Fallon Tokyo to handle advertising and promotional duties designed to inspire Japanese tourists to visit Canada.
 

 
 

BoConcept Chooses Fallon

Fri 19 Dec 2008　in News

The Danish furniture and lifestyle company has selected Fallon Tokyo to support brand and business-building efforts in Japan. BoConcept differentiates itself from other home furnishings retailers by providing upscale designs that are customized and sized to specifically suite individual customer’s needs.
 

 
 

Fallon tasked to deliver the Shu Uemura philosophy to the world

Wed 26 Nov 2008　in News

Shu Uemura

A Japanese cosmetic brand whose founder can best be describes as an artist, Shu Uemura has selected Fallon Tokyo to help build its brand equity and market share around the world.
 

 
 

Fallon Tokyo supports Tokyo UpGround

Thu 30 Oct 2008　in News

Tokyo Upground has asked Fallon Tokyo to provide logo design and communication support for their inaugural launch. Tokyo Upground is a unique exhibition that will feature artists works from France shown in Tokyo and Japanese artist’s work shown in Paris. Additionally, in Tokyo, the work will be exhibited not just in galleries but in the boutiques and showrooms of some of France’s top retail brands in Ginza and Omotesando.
 

 
 

Fallon collaborates with PS3 game creators

Mon 20 Oct 2008　in News

Following winning the PS3 branding campaign pitch in October 2008, Fallon Tokyo has just completed airing a series of 3 spots designed to emphasize the incredible capabilities of the PSP3 itself, rather than simply focus on the game software. Another important aspect of the campaign has been to feature the thoughts and feelings of the actual game creators and the relationship they have with the key characters in their games.