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Aa Aprill Assign J Apa N

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Aa Aprill Assign J Apa N

  1. 1. How do you convince Japanese consumers that unpackaged goods are more aspirational than packaged goods? Zeljko Kresic / sickre@gmail.com
  2. 2. Japan in general <ul><li>An island </li></ul><ul><li>Strong tradition </li></ul><ul><li>Proud nation </li></ul><ul><li>Culture of packaging </li></ul><ul><li>Hype-prone </li></ul>
  3. 3. The problem <ul><li>Partly thanks to the tradition of packaging the environment cries for help … </li></ul><ul><li>… but years of tradition cannot be easily erased or radically changed through one or two actions (or campaigns) </li></ul><ul><li>Let’s face it … tradition represents the ultimate challenge </li></ul><ul><li>So lets explore a new path … </li></ul>
  4. 4. Start from scratch <ul><li>Make the unpackaged goods a symbol of rebellion of the young Japanese against their old-fashioned and environmentally less-conscious parents and teachers </li></ul>
  5. 5. How to reach the young Japanese <ul><li>The focus of their interest is popular culture </li></ul><ul><li>Japan has a long tradition of manga comic books so why not use a traditional thing to fight … TRADITION </li></ul>
  6. 6. For starters… … create a manga comic book and a Godzilla -like blockbuster movie
  7. 7. <ul><li>The manga comic book and the related movie should in its initial plot rely on environment problems that occur as a reflection of all the packaging used </li></ul><ul><li>The main enemy should be created out of the trash that is daily produced by packaging and is threatening to overflow Japan and make it a huge dump where humans are extinct </li></ul><ul><li>Position the manga comic / movie heroes as a rebel force through every supporting action </li></ul>A few comics and film guidelines
  8. 8. <ul><li>Produce a series of Plexiglas mini buildings and place them around the town </li></ul><ul><li>Fill it with packaging garbage that is produced in a week in that area and show that message clearly </li></ul><ul><li>Before the launch of the movie pull the trash out of the buildings and leave it on the street (say on a Monday morning) </li></ul><ul><li>Piss off the people on purpose, get on the news and make your voice heard </li></ul><ul><li>Of course, clean up the trash afterwards and leave the Plexiglas mini buildings as a reminder </li></ul>Few ideas for the launch
  9. 9. <ul><li>Make the young Japanese confident that it is good to do certain things differently in the future than their parents did it </li></ul><ul><li>The newly created pop-cultural characters to become symbols of rebellion and environmental consciousness </li></ul><ul><li>The comic book and the movie should be through sequels continuously introduced to new generations of youngsters </li></ul><ul><li>Make the young generation use less and less packaging </li></ul>The desired reaction
  10. 10. The end

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