Connecting with consumers: How

marketers do it differently in Japan

- Dominic Carter

(This article first appeared in the April, 2012 issue of The ACCJ Journal)

N

owadays it’s often said that television is a dying

medium and that newer, more interactive

forms of media are taking its place. This is

certainly as true in Japan as it is anywhere else. But

even in the world’s biggest advertising market, the US,

TV still has an important role to play. We can see this

evidenced by the hype that surrounds each year’s series

of highly anticipated Superbowl ads.

A classic example is the Volkswagen ad that aired in

2011 featuring a child dressed as Star Wars’ Darth Vader

who struggles to make his power felt on various parts

of his home until he comes face to face with his dad’s

new VW and starts the engine - just using the power

of “The Force” (helped by his dad using a remote start

button behind the scenes). For the 2012 Superbowl the

Darth Vader theme was continued by VW, albeit with a

somewhat witty and unexpected twist. Both campaigns

are great pieces of advertising, and well worth checking

out on YouTube.