Description
Future Marketing Award was established in 2005 for recognizing unique marketing and communication methods.
The Euro-American ad industry has given fair evaluation and recognition to this award,
sending in many contestants; however, this has not been the case in Japan.
In 2007, a project was designed for spreading the awareness
and the spirit of this award which was included in the campaign announcing the presentation ceremony in Japan.
This campaign targeted those involved in the Japanese ad industry and marketing personnel of the sponsoring companies.
Execution
Campaign Title:
“Is it possible to teach a parrot to say ‘Future Marketing’ by the award ceremony?”
Point:
New type of naming communication ad in the internet ageSuggesting a new communication style representing the Future Marketing Award
Details
Future Marketing Award website was connected to a live cam setup in a pet shop
where the parrot could be observed from 10AM to 5PM.
Clicking the button on the screen interface played back the phrase “Future Marketing”.
The challenge was to see whether or not the users visiting
this website can train the parrot to repeat “Future Marketing” by the opening of Future Marketing Summit.
By visiting the website and joining in on this campaign,
those involved in the Japanese ad industry will consciously remember this phrase
while trying to teach the parrot to say “Future Marketing”.