<icas> ADVERTISING IN THE AGING SOCIETY Understanding Representations, Practitioners, and Consumers in Japan This slides are presented by Akihiko Kubo, Chairman & Group Representative at Ogilvy & Mather Japan Group, who joined as a commentator

1. ADVERTISING IN THE AGING SOCIETY
March 25, 2016

2. • Established in 1995
• One of the leading international Agencies in Japan
• 300 professional staff in Tokyo
• Provide top Global and Japanese brands with fully integrated
offering
• Combine deep local insights with global best practices and
tools
• For every consumer touch point, we offer diversified 360
communication services including Brand / Communication
Strategic Planning, Advertising, PR, Direct Marketing, CRM,
Digital Marketing, Activation, Trade Marketing and Digital /
Print Production
Ogilvy & Mather Japan Group
6

3. Advertising featuring elderly people - USA

5. DOVE Beauty Sketch film

6. Ad campaigns for elderly peopleAdvertising featuring elderly people - Japan

7. Carmen Dell'Orefice
born in 1931
Daphne Selfe
born in 1928
Super models

8. Rola
Appearing for 14 commercials in 2015
Use of celebrities
Japan : 56%
UK: 10%
USA : 9%
Source: Millward Brown 2010

9. ANZ 2014
Advertising featuring
socially vulnerable

10. Tiffany 2015

11. BENETTON 1992

12. ADOR.COM 2015

13. Japanese elderly people
Media consumption

14. Daily Time Spent with Media by Demographic
Feb 2015 (minutes)
117.7
98.4
122.8
106.7
153.6
184.3
150.5
126.6
145.6
170.7
215.4
250.6
152.9
135.7
128.8
90.9
58.9
39.6
23.3
161.9
187.5
105.9
53.2
45.9
21.1
80.3
46.2
103.2
108.9
93.9
68
67.6
49.3
62.8
45.7
46.4
49.8
34.6
68.1
7.9
38
37.3
37.2
28.6
58.2
8.2
5.4
20
21.2
27.5
30.5
28.9
29
30.7
28.1
21.1
15
8.2
28.9
37.3
8.6
21.8
18.9
9.7
20.6
5.4
10.7
14.3
18
29.4
42.6
5.1
9
7.4
20.2
27.9
37
19.9
15.5
13.2
15.3
16.4
14.5
17.4
15.4
12.4
8.9
6.5
14.1
11.7
13
Male 15-19
Male 20-29
Male 30-39
Male 40-49
Male 50-59
Male 60-69
Female 15-19
Female 20-29
Female 30-39
Female 40-49
Female 50-59
Female 60-69
Total
TV Mobile
phone**
Desktop/
laptop
Radio Tablet Newspapers Magazines
Source: Hakuhodo DY Media Partners, "2015 Media Study" conducted by Video Research; July, 2015

15. Weekdays
74% 72%
87% 88% 90% 94% 86%
81% 91%
88% 81% 69%
41%
74%
4%
12%
22% 37% 51%
60%
34%
19%
15%
17%
18% 17%
15% 17%
13-19 20-29 30-39 40-49 50-59 60-69 Total
TV (real time) Internet
Newspapers TV (recordings)
Weekends
76% 73%
87% 90% 92% 94% 87%
84% 89%
87% 78% 66%
39%
72%
6% 12%
19%
42% 55%
65%
37%34% 21%
26%
27% 23%
16% 24%
13-19 20-29 30-39 40-49 50-59 60-69 Total
TV (real time) Internet Newspapers TV (recordings)
Source: Ministry of Internal Affairs and Communications (MIC) - Japan,
"2014 Time Spent and Usage of Information Communications Media Study"
Media Penetration on Weekdays vs. Weekends by Age
Nov 2014 (% of population in each group)

16. SNS Penetration by Age and Site
Nov 2014 (% of population in each group)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13-19 20-29 30-39 40-49 50-59 60-69 Total
YouTube Line Facebook Google+ Twitter Niconico video Mobage-town mixi Gree Vine
Source: Ministry of Internal Affairs and Communications (MIC) - Japan, "2014 Time Spent and Usage of Information
Communications Media Study" in conjunction with University of Tokyo, May , 2015

17. Emiko 93 years old
Thank you!