Brand Tracker

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Japan

“Give Me a Job Suitable for Me!” Tottori Prefecture Employee Channels VIVANT to Attract Candidates; Here’s Why It Received 1.45 Million Views

Brand: Tottori Prefecture

Campaign: VIVANT Recruitment Campaign

Source: https://www.advertimes.com/20260831/article555939/

Goal: To attract candidates for the public employment examination

Claim: Give me a job suitable for me!

Media: Social Media

Summary: Tottori Prefecture has creatively utilized the popularity of the TV drama 'VIVANT' to promote its public employment examination. A prefectural employee dressed similarly to a character from the show posed for a photo that accompanied a social media post inviting job applications, which humorously played on quotes from the drama. The post garnered significant attention with over 1.45 million views, highlighting the prefecture's strategy to blend current pop culture with important civic announcements to reach a wider audience, especially younger people.