Campaign Diaries
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Japan
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.
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