David Blecken
May 10, 2019

Dentsu wants brands to display their ‘skeletons’

Sponsors of the international Suke Suke Exhibition will have a chance to engage people by showing the inner workings of their products.

A promotional image for the Suke Suke Exhibition provided by Dentsu
A promotional image for the Suke Suke Exhibition provided by Dentsu

Dentsu has acquired the international marketing and sponsorship rights to an exhibition that focuses on the internal mechanisms of things, ranging from machines to organisms.

The Suke Suke Exhibition made its debut in Fukuoka last year, drawing a crowd of 85,000, according to Dentsu. The company now wants to take it overseas and open it up to brands and educational bodies, promising to “provide services that create and maximise marketing opportunities” around the content.

A spokesperson for Dentsu said sponsors will be able to “set up a new type of booth with skeletal models of their products”. He noted that in Fukuoka, Kirin showcased a transparent vending machine, while Kawai invited people to play a see-through piano.

A Kawai piano at the event in Fukuoka (photo provided by Dentsu)


Given that the exhibition serves to educate children, it can be seen as a way for brands to gain familiarity among a future generation of consumers as well as adults.

“When expanding overseas, we can set up booths for brands that are expanding globally in each market as well as for products of local companies to create opportunities for people to understand the technologies and systems of their products in the context of education while playing,” the spokesperson said.

He added that Dentsu intends to “aggressively expand” the business in Asia, Europe and the Americas.

The experiential space continues to be a growth area for agencies, which see value in investing directly in properties. ADK is an investor in and co-producer of the FISE urban sports festival in Hiroshima, which it uses to generate marketing and sponsorship revenue and to help clients reach a new audience.

Involvement is not always straightforward. Dentsu Aegis Network is currently facing criticism for withdrawing its financial backing of Woodstock 50. The company pulled out of the event late last month after putting up a reported $30 million, citing concerns that it would be too difficult to organise.

Source:
Campaign Japan

Related Articles

Just Published

21 hours ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

22 hours ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

22 hours ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

22 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.