Many touch points were utilized for several target groups; TVC, web, magazine, students’ newspapers, teachers’ newspapers, and a special event “Time Capsule Campaign” for children.Time Capsule Campaign was to get groups of students who wanted to leave records on DVD for the future to send in entries and, after screening, presented stainless-steel time capsule, DVD video camera and DVD media with which they could record their dreams for the next 10 years.

Although user involvement for DVD media category is high, involvement for brands is very low, with no differentiation among products. Consequently, Maxell decided to devise a new strategy to increase user involvement for Maxell target market, including the current users and their children, who will become users 10 years later.

Sales share went up to 22% as the highest among competitors. Brand awareness (72.4%) and purchase intention (51.3%) also increased incredibly at the end of campaign.Proposed by one of national network stations, a 75-minute documentary programme decided to be aired in March, that is worth approximately two million dollars.

Maxell implemented a campaign with a theme of “Let’s send messages to our future selves.” The core idea was children sending their dreams to their future selves, using multiple points that channeled the“long-life nature” benefit of the product. Maxell stimulated a desire in parents, a real target group, to leave records of their children for the future, and a desire in children to leave records of their current self and future dreams for the future.

In present-day Japan, the birth-rate is declining, and there is a tendency for parents to spend more and more money on children on various occasions.As an example, 65% of households purchase video cameras to coincide with childbirth, mixing money and passion to leave records of children. And there is significantly increasing involvement by parents and children when it comes to documenting records of various scenes. Maxell implemented an advertising campaign that combined various contact points targeted at parents who are eager to leave records for their children as photogenic subjects, as well as children as prospective consumers 10 years later.

Kenji Matsuoka (Maxell)