Tokyobling's Blog

Giant Haruka Ayase Doll – Lumix Promotion

Posted in Advertising, People, Places, Stuff by tokyobling on October 6, 2010

I don’t know about their cameras, but Panasonic sure knows how to create a splash with their product promotion props! How about this 10m tall inflatable doll made in the likeness of Haruka Ayase (綾瀬はるか)? As I excited Shinjuku Station’s East Exit last one Friday night they were just unpacking this event, but I was lucky enough to be passing through the next day and managed to get some photos of the giantess! I don’t blame you if you haven’t heard of Haruka Ayase before (I certainly hadn’t) but she is well known on TV, Radio and movies here, most notably on the recent hit TV drama Rookies and the movie “My Girlfriend is A Cyborg”. I love that title, haven’t seen the movie yet though.

There was a booth set up so that you could try out their cameras right under her nose, and in case you got bored of the giant actress there was also a few model airplanes circling around for you to learn exactly how smart the little camera’s auto-focus is. It’s childish, but I love these kind of over the top marketing stunts!

For those not up to date on their Japanese electronics company marketing positions of late, Panasonic is a giant in the field. In the last two years they have ramped up all the marketing and PR efforts to a degree that leaves other similar companies eating dust and trying to play catch up. I don’t know if the strategy is paying off but let me tell you that their brand awareness ratings are sky high. It’s hard to find any media where they don’t rank number one in visibility. For us in marketing this is both good news and bad news. Good news is that any project we have, if Panasonic is doing something similar we can say to our bosses “well Panasonic is doing it so we should be doing it too”. Right now, Panasonic is the gold standard when it comes to Japanese marketing and PR. Perhaps this means we will see more giant dolls of famous people. I predict a giant Godzilla doll somewhere in Ginza before the end of next year. Remember where you read it first!

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