Learning the Strategy of City Marketing from KUMAMON 2014.9.17 Taipei International Convention Center Mr. Saeki Kazunori Former Chief, Kumamoto Prefectural Government, Tokyo Branch Office
KUMAMON as appeared in the front page of U.S. newspaper "The Wall Street Journal" The Wall Street Journal (Published on 2012.12.26)
2013.5.12 German company Steiff Released the "KUMAMON" teddy bear for worldwide limited production of 1,500 bears only 2013.6.1~ Japan Airlines Serves the in-flight meal "AIR KUMAMON" on domestic flights, offering local dishes of Kumamoto Sold out in 5 seconds!
French company Baccarat Released the "Crystal KUMAMON" since 2013.12 2013.8 UK car company MINI The "KUMAMON MINI"
2013.7 Participating in the Japan Expo in France
Started the serial four-frame comic in Kumamoto Nichinichi Shimbun (local newspaper) (since 2013.04.01)
Opening of "KUMAMON Square (2013.7.24)
[Self-Introduction of KUMAMON] Name: KUMAMON (originated from "a person of Kumamoto") Profession: In short, a government worker Marketing Manager of Kumamoto Prefecture Sex: Not a boar, but a BOY! Personality: Mischievous and full of curiosity 2010 Kumamoto Prefecture KUMAMON
Kumamoto Surprise! (2010.3)
The KANSAI Strategy
KUMAMON Unpredictable Appearance Campaign Mysterious appearances in popular tourist spots of Osaka, making KUMAMON a hot topic Haunting everywhere in Osaka Dotonbori Shopping District
KUMAMON Unpredictable Appearance Campaign Haunting popular tourist spots of Osaka to draw people's attention, making KUMAMON a hot topic Blog KUMAMON broadcasts his activities with blog entries after each appearance in Osaka City
Ambassador Extraordinary and Plenipotentiary of Kumamoto Surprise (2010.10.1)
KUMAMON Unpredictable Appearance Campaign Handing out business cards in his haunts 2010 Kumamoto Prefecture
Marketing Manager Appointment Awarding Ceremony (2011.9.30)
Activities of the Marketing Manager (collaboration with food-related companies) UHA Mikakuto Puccho Stick candy (pomelo-flavored) 2011.10.5 Visiting candy manufacturer for presentation
Activities of the Marketing Manager (collaboration with food-related companies) [Ikinari Dango] dessert by Tirol Choco [Kumamoto Melon Bread] & [Oguni Jersey Milk-steamed Bread] by Kobeya [KUMAMON Taiping-yan] soup noodle product by Acecook
Appearance in TV commercials nationwide (Kagome) (2012.11~) 20
(2011.11.27)
15,400 entries (At end of 2014. 01) Ranked No.1 in Mascot Character Grand Prix of Year 2011 2011 2012 2013
Submissio n of application form Receipt & Examination Authoriz ation of use Commodification
The Aim of Making Trademark Free-of-charge The concept of "Free Markets and Open Guilds"... is to have everyone running business freely to revitalize the economy. [Prefecture] [User] Marketing Promotion of Kumamoto A WIN- WIN relationship Increase in Profit *It is also effective in aiming a thorough character management
The following uses of illustrations are not allowed Anything contrary to public order or morality, or for religious, political purposes, etc. Alteration or omission of KUMAMON's images Use for product name or company name
The KUMAMON Troop will be sent out for the following purposes: 1Marketing promotion of Kumamoto Prefecture 2Market extension for prefectural products 3Promotion of "Kumamoto Surprise" Mainly within Kumamoto prefecture
KUMAMON Overwhelming Charisma KUMAMON Strategy Favorable Impression & Virtuous Cycle People who love KUMAMON A Chain of Passion
Quizzes
2013.5.12 German company Steiff released the "KUMAMON" teddy bear with a worldwide limited production of only 1,500 bears A. Sold out in 5 minutes? B. Sold out in 5 seconds?
2013.5.12 German company Steiff released the "KUMAMON" teddy bear with a worldwide limited production of only 1,500 bears B. Sold out in 5 seconds!!
What is KUMAMON's job? 2010 Kumamoto Prefecture KUMAMON A. Government worker B. Salesman
What is KUMAMON's job? 2010 Kumamoto Prefecture KUMAMON A. Government worker
Where is KUMAMOTO? B A
HERE!!
Which is the mountain in Kumamoto?
A. Mount Aso The central cone group of Aso consists of five peaks: Mt. Neko, Mt. Taka, Mt. Naka, Mt. Eboshi, and Mt. Kishima.
How long does it take to get from HAKATA ( 博多 ) to Kumamoto( 熊本 ) by Kyushu Shinkansen? A. 53 minutes B. 33 minutes
NIPPON RESEARCH CENTER, LTD 1. KUMAMON 2. Funassyi 3. Sento-kun 2010 Kumamoto Prefecture KUMAMON
NIPPON RESEARCH CENTER, LTD 1. KUMAMON 2. Funassyi 3. Sento-kun 2010 Kumamoto Prefecture KUMAMON