Welcome to the automated Brand Tracker diaries.
The Reason Why Aeon’s Press Conference Was Highly Rated, Focused on ‘Human Life Over Management’
Source: https://www.advertimes.com/20260730/article552369/
Goal: To maintain trust and mitigate brand damage after an explosion incident
Claim: Proactive communication and sincere apology
Media: Press conference, social media
Summary: Aeon held a press conference on July 29 to address an explosion incident at Aeon Mall Kumamoto, which occurred after the Kumamoto earthquake. President Akio Yoshida apologized and explained the known facts and uncertainties calmly, earning praise on social media. The decision to hold the conference the day after the accident, despite the lack of detailed information, was seen as appropriate for maintaining trust with the community and customers.
Kapusons Wins Communication Tender of the Marche Region
Goal: Modernization of institutions and labor market services
Media: Digital and traditional promotional campaigns
Summary: Kapusons has won the communication tender launched by the Marche Region for the acquisition of integrated information and communication services aimed at modernizing institutions and labor market services. The main tasks involve creating graphic and visual identity as well as managing digital and traditional promotional campaigns.
Škoda Transformed Silence into Its New Recognition
Source: https://www.media-marketing.com/vijesti/skoda-je-pretvorila-tisinu-u-svoju-novu-prepoznatljivost/
Goal: Raise awareness of the correct pronunciation of the brand name
Claim: Shhhkoda
Media: Outdoor advertising, social media, print, PR, influencer activities, television
Summary: Škoda UK launched the 'Shhhkoda' campaign to emphasize the correct pronunciation of its brand name, utilizing the Czech diacritic above the letter Š to create a memorable communication system. The campaign features a long 'Shhhhhhh' sound across various media platforms and cleverly integrates it with practical vehicle features and spaciousness in advertisements. The central film follows the propagation of the pronunciation, while social media content highlights practical details of Škoda's models.
Kylian Mbappé Uses Traditional Media for Thank You Letter
Source: https://www.resume.se/kommunikation/pr/kylian-mbappe-tackar-frankrike-med-helsidesannons-i-pressen/
Goal: To thank French supporters for their support during the World Cup
Media: Print media including local and national newspapers such as L'Équipe and Le Parisien
Summary: Despite having 136 million followers on Instagram, French football star Kylian Mbappé chose to express his gratitude towards the French public through traditional media, publishing a full-page advertisement formatted as an open letter in various newspapers. This decision sparked discussion within the French press and social media, with reactions mostly favorable but also some skepticism regarding the motives behind this communication strategy. Mbappé is known to work with WME Sports and other communication consultants.
The Ball Line: Infantinoization
Source: https://www.media-marketing.com/kolumna/linija-lopte-infantinoizacija/
Goal: Transforming Gianni Infantino into a pop-culture brand
Claim: Football unites the world!
Media: Television, Global Events
Summary: The article discusses the strategic PR efforts by Gianni Infantino's team to reshape his image from a bureaucratic leader to a pop-culture icon, coinciding with the 2022 World Cup and the first-ever halftime show. This image transformation is achieved through neuromarketing techniques aimed at creating a myth of Infantino as the 'first fan of the world,' while the actual event reflects corporate interests over national identity. The narrative uses visual manipulation and emotional appeal, even as the commercialization of the tournament raises questions about accessibility and authenticity.
The ‘Ultimate Weapon’ Against ‘Bunshun Cannon’: Jiro Sato’s Counterargument Shows an ‘Effective Strike’
Source: https://www.advertimes.com/20260717/article550910/
Goal: Improve communication during a crisis
Summary: The article discusses how Fuji TV's press release regarding its program 'Married A Separate Surname Detective' was heavily criticized for its overwhelming amount of information without effective organization. It highlights the importance of clarity and the 5W1H (who, what, when, where, why, and how) in crisis communication to enhance understanding for stakeholders.
Why is the final day of Doctor Yellow not disclosed? JR West Japan’s farewell method to prevent a ‘rush’ while saying ‘come to see it.’
Source: https://www.advertimes.com/20260707/article549867/
Goal: To inform and prepare users for the retirement of the Doctor Yellow T5 while preventing overwhelming crowds.
Claim: Come to see it
Summary: JR West Japan announced on June 22 that the Doctor Yellow T5 shinkansen inspection train will retire, ceasing regular operations in January 2027, with special events leading up to it. The specific final operation date will not be disclosed to minimize crowding, as the T5 has been a rare and beloved presence among rail fans. This strategy aims to distribute the attendance of those wanting to catch a final glimpse of the T5.
Six IPRA Awards for Five Croatian Agencies
Source: https://www.media-marketing.com/vijesti/sest-ipra-nagrada-za-pet-hrvatskih-agencija/
Goal: Promote correct posture
Summary: Several Croatian agencies received accolades at the IPRA Golden World Awards, with Millenium promocija winning two awards for campaigns aimed at community relations and healthcare. Examples include 'Ispravi se' for Croatia Poliklinika and '#SaveYourSkin' for La Roche-Posay. Other recognized agencies tackled diverse themes across various categories, demonstrating the scope and versatility of Croatian marketing and PR initiatives.