TOEIC is an English assessment test for non-native speakers. It is said that approximately 1.5 million people take the test per year in Japan. The new campaign for Kirihara Shoten is to create brand awareness and its partnership with Nintendo DS for the TOEIC Test Supakochi (Super Coach) game.
In addition to product information, Kirihara Shoten’s website is set with interactive trials that will be launched progressively for visitors to experience the game.
Grey observed that the educational industry in Japan is facing difficult challenges including falling birth rates and the current aging population. People are increasingly going online or searching for cost-free mediums to learn and obtain information. As a bookseller, Kirihara Shoten is at a disadvantage. This campaign aims to create a practical yet fun face to English learning.
The project is supported by print and outdoor advertisements running in trains to reach to commuters. It is also promoted through PR efforts and online media through banner ads and blogs.
Credits:
Project TOEIC Super Coach Launch Campagin
Client Kirihara Shoten
Creative agency Grey Tokyo
Agency producer Sakurai Hiromichi
Media agency Zutto
Production house Xing
Exposure Print, outdoor, online
