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[AOKI x Naniwa Danshi] Advertising Case Study for New Adults and Freshmen

OOH TrendBase-日本デイリー通信社-

#NaniwaDanshiAdultWisdomPosters

AOKI launched the "AOKI New Adult Support Campaign" last November.
On AOKI's official X account, they solicited "Adult Wisdom" using the hashtag "#NaniwaDanshiAdultWisdomPosters." Posters featuring 36 selected pieces of wisdom combined with visuals of the image characters, Naniwa Danshi, were displayed at major train stations across the country until March 1st.

After the posters were put up, an unofficial hashtag, "#NaniwaDanshi_AOKIPosterSearchSquad," was created by fans. It became a huge topic of conversation as people searched for which member's wisdom poster was at which station!
A making-of video was also released on the official YouTube channel and became a hot topic.

By featuring "Naniwa Danshi," who have strong support from the younger generation in their teens and 20s, this was an effective approach to appeal the charm of suits to the target demographic of those entering school or starting their careers in April.

What are the fans saying...?

In Tokyo, they were displayed at Ginza, Shibuya, Takadanobaba, Ikebukuro, and Koenji stations. Like the person in this post, many people likely took photos when they had the chance to be nearby, right?

There was also a wonderful encounter where someone I met at Sendai Station asked me to take a photo, and when we talked, it turned out they were an FF (follower/friend) of mine! They had come to see their own "Adult Wisdom" that had been selected.

Here is a post from someone who actually took the Shinkansen to Sendai Station. The Nagao plushie they are holding in the photo is lovely.

That was the AOKI x Naniwa Danshi advertising case study! Although the advertising period has already ended, I wonder if many fans felt excited about entering school or starting their new careers after seeing these ads?

Nihon Daily Tsushinsha provides an online OOH (Out-of-Home) advertising statistics service called "OOH TrendBase." You can check the advertising volume of competitors, which is difficult to obtain on your own, and see what kind of advertising expressions are being used.
We can also report on information such as how much and in what way it was talked about on social media.
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