Inspired by the popularity of Japanese idol groups, credit card company Credit Saison decided to form its own called 'Higashi-Ikebukuro 52.' The group is comprised of the real female employees of the company and the "52" in the group's name references the number of floors in the Credit Saison headquarter building where they work. Together, the group released three versions of its first song, 'Watashi Saison,' which can be purchased through the use of Credit Saison’s Saison Card points system, or simply enjoyed in the form of a highly choreographed music video.
For the entertainment of fans, Credit Saison has also launched behind-the-scenes video content showing how it helped to turn its employees into music stars.
Across Japan, companies commonly rely on pop culture phenomena for marketing. For instance, Okinawa’s Bank of the Ryukyus launched a campaign starring two original anime characters, while Japan’s Ministry of Agriculture, Forestry and Fisheries selected an animated idol to be the face of its tourism initiative.
What's Driving This Trend
- Corporate Idol Groups
- Companies forming idol groups made up of their own employees for marketing purposes
- Pop Culture Marketing Campaigns
- Companies using popular cultural phenomena to market their products or services
- Music-based Credit Card Rewards
- Credit card companies offering music-related rewards to their customers
Who This Affects Most
- Credit Card Industry
- Opportunity for credit card companies to offer unique rewards to attract customers
- Entertainment Industry
- Opportunity for entertainment companies to partner with corporations to create unique content
- Marketing and Advertising Industry
- Opportunity for marketing and advertising agencies to create unique campaigns incorporating popular culture for clients
