learning the strategy of city marketing from kumamon · 2013.5.12 german company steiff released...

Learning the Strategy of City Marketing

from KUMAMON2014.9.17 Taipei International Convention Center

Mr. Saeki KazunoriFormer Chief, Kumamoto Prefectural

Government, Tokyo Branch Office

The Wall Street Journal(Published on 2012.12.26)

KUMAMON as appeared in the front page of U.S. newspaper "The Wall Street Journal"

2013.5.12 German company SteiffReleased the "KUMAMON" teddy bearfor worldwide limited production of

1,500 bears only

Sold out in 5 seconds!

2013.6.1~ Japan AirlinesServes the in-flight meal

"AIR KUMAMON"on domestic flights,

offering local dishes of Kumamoto

French company BaccaratReleased the

"Crystal KUMAMON"since 2013.12

2013.8 UK car company MINIThe "KUMAMON MINI"

2013.7Participating in the Japan Expo in

France

Started the serial four-frame comic in Kumamoto Nichinichi Shimbun (local newspaper)

(since 2013.04.01)

Opening of "KUMAMON Square“(2013.7.24)

© 2010 Kumamoto Prefecture KUMAMON

Name: KUMAMON(originated from "a person of Kumamoto")

Profession: In short, a government worker“Marketing Manager of Kumamoto Prefecture”

Sex: Not a boar, but a BOY!

Personality: Mischievous and full of curiosity

[Self-Introduction of KUMAMON]

Kumamoto Surprise!

(2010.3)

The KANSAI Strategy

Mysterious appearances in popular tourist spots of Osaka, making KUMAMON a hot topic

KUMAMON Unpredictable Appearance Campaign

Haunting everywhere in Osaka Dotonbori Shopping District

KUMAMON broadcasts his activities with blog entries after each appearance in Osaka City

KUMAMON Unpredictable Appearance Campaign

Blog

Haunting popular tourist spots of Osaka to draw people's attention, making KUMAMON a hot topic

Ambassador Extraordinary and Plenipotentiary of Kumamoto Surprise

（2010.10.1）

© 2010 Kumamoto Prefecture

Handing out business cards in his haunts

KUMAMON Unpredictable Appearance Campaign

(2011.9.30)

Marketing Manager Appointment Awarding Ceremony

UHA MikakutoPuccho Stick candy (pomelo-flavored)

2011.10.5 Visiting candy manufacturer for presentation

Activities of the Marketing Manager (collaboration with food-related companies)

[KUMAMON Taiping-yan] soup noodle product

by Acecook

Activities of the Marketing Manager(collaboration with food-related companies)

[Ikinari Dango] dessert by Tirol Choco

[Kumamoto Melon Bread] &[Oguni Jersey Milk-steamed Bread] by Kobeya

20

Appearance in TV commercials nationwide (Kagome)

(2012.11～)

(2011.11.27)

Ranked No.1 in Mascot Character Grand Prix of

Year 2011

2011 2012

15,400 entries (At end of 2014. 01)

2013

Submission of

application form

Receipt & Examination

Authorization of

use

Commodification

The concept of "Free Markets and Open Guilds"... is to have everyone running business freely to revitalize the economy.

The Aim of Making Trademark Free-of-charge

[Prefecture] [User]

Marketing Promotion of Kumamoto

Increase in Profit

A WIN-WIN

relationship

*It is also effective in aiming a thorough character management

• Anything contrary to public order or morality, or for religious, political purposes, etc.

• Alteration or omission of KUMAMON's images

• Use for product name or company name

□The following uses of illustrations are not allowed

□The KUMAMON Troop will be sent out for the following purposes:①Marketing promotion of Kumamoto Prefecture

②Market extension for prefectural products

③Promotion of "Kumamoto Surprise"

※Mainly within Kumamoto prefecture

KUMAMON StrategyFavorable

Impression & Virtuous Cycle

KUMAMONOverwhelming

Charisma

People who love

KUMAMONA Chain of

Passion

Quizzes

2013.5.12 German company Steiff released the "KUMAMON" teddy bear

with a worldwide limited production of only 1,500 bears …

A. Sold out in 5 minutes? B. Sold out in 5 seconds?

2013.5.12 German company Steiff released the "KUMAMON" teddy bear

with a worldwide limited production of only 1,500 bears …

B. Sold out in 5 seconds!!

© 2010 Kumamoto Prefecture KUMAMON

A. Government worker

What is KUMAMON's job?

B. Salesman

© 2010 Kumamoto Prefecture KUMAMON

A. Government worker

What is KUMAMON's job?

Where is KUMAMOTO?

A

B

HERE!!

Which is the mountain in Kumamoto?

A. Mount Aso

The central cone group of Aso consists of five peaks: Mt. Neko, Mt. Taka, Mt. Naka, Mt. Eboshi, and Mt. Kishima.

How long does it take to get from HAKATA（博多） to Kumamoto（熊本） by Kyushu Shinkansen?

A. 53 minutes

B. 33 minutes

© 2010 Kumamoto Prefecture KUMAMON

1. KUMAMON 2. Funassyi 3. Sento-kun

NIPPON RESEARCH CENTER, LTD

NIPPON RESEARCH CENTER, LTD

© 2010 Kumamoto Prefecture KUMAMON

1. KUMAMON 2. Funassyi 3. Sento-kun