“AEON group” and “Ito-yokado”

Mall Scape®Media
日常生活の中心にある
消費者とのコミュニケーションチャネル
www.SovereignMediaJp.com [email protected]
Los Angeles +1 310.734.6800 | Bangkok +66 (0)2669-0561
Mall-Scape® Media
Mall-scape Media is poster style media
specialized in Japans biggest supermarket chain
“AEON group” and “Ito-yokado”
2
Mall-scape®
Nation wide 154 malls
（Dec.9.2008）
Hokkaido region
7 malls
Tohoku area
10 malls
Tokyo area
60malls
Central Japan
32malls
Osaka area
21 malls
Chu-goku area
7 malls
Shikoku area
3 malls
Kyu-shu area
11 malls
Okinawa
3 malls
See the shop list for the details.
3
Mall-Scape®
Point 1. Can reach up to 40 million people (in 2 weeks!!!)
Specialized in big scale malls operated by AEON and Ito-Yokado.
The coverage is equal to newspapers. Can be called MASS MEDIA.
The media in the shopping space has large impact.
Point 2. Media located in shopping areas make huge
impressions upon shoppers.
Point 3. Increase brand awareness, AKA:
“Brand Building”
4
Location
Located at spaces where people gather.
( Parking areas, Parking area for bicycles,Entrance, Aisle,Next to escalator.)
Can expect “frequency effect.”
(shoppers visit several times a week)
5
Information
The terms : 2 weeks.
Start on Friday
The term Includes 2 weekends
So you can reach to targets absolutely.
The user of media is limited to 2
companies per mall.
Limited to 2 companies / mall.
Therefore the impact is great.
The number of posters are 5-20.
Mall-jack is possible buying 2 spaces.
※Refer to the shop list.
6
Mall-scape®
Scrolling panels
Characteristics
Scrolling movement attracts
shoppers’ attention.
This scrolling panel attracts attention even
in the crowded areas.
Two kinds of poster appear one after the
other.
Illuminated Panels
Visible in the dark
Panels inside shops or underground parking
areas are lighted up all the time.
Outside panels are illuminated after sunset.
7
Effective contact with shoppers
Contact with families
Media arouses conversation
Families visit these shopping malls. Families
look at the panel together and people can
start talking about the advertisement. This
conversation leads shoppers to purchase the
goods if the supply is nearby…
Effective for durable goods such as
vehicles or electrical appliances and food
stuffs whose purchase need consultation
among family.
Also effective to commodity goods.
8
The effect of Media-mix with TVCM
Mall-scape®
広告
を見
てテ
レビ
CM
を思
い出
した
か
Has
Mall-Scape
（テ
レthe
CM
ビ
認
者・全体
知
：reminded
n =
99
）you of TV CM？
Does
make
広告
を見
てMall-scape
レビ
テ
CM
だけ
よ
もyou
り
品をfeel like buying the goods
商
more than the TV CM does?
買っ
てみ
たい
とい
う気
持ち
が強
くな
った
（テ
レビ
CM
認知
者・全体
： n =
99
）
no
いい
え
25%
いい
え
36%
yes
はい
75%
はい
64%
While TV CM can heighten recognition of the goods at home, once people
go out, they tend to forget about the advertisement.
To lead people to purchase the goods reminding the TV CM, the
advertisement using Mall-Scape in the shop is more successful.
9
POS data analysis
The growth of sales
(before and after the campaign)
Personal care
Non Advertising SC
House care
Advertising SC
Non Advertising店
＋２８％
＋５２％
（122/95)
pharmaceutical
＋65％
（108/71)
122
Non Advertising店
Advertising店
＋77％
（163/99)
163
100
100
＋30％
179
（113/87)
（179/101)
108
100
＋33％
113
89
87
71
掲出
中
100
掲出
前
掲出
後
掲出
中
飲料
売上
推移
表
（２
週間
単位
・掲
出前
の売
上を
I nd ex １
００
とす
る）
alchol
Non Advertising店（ポス
ター
掲出
未実
施）
101
99
100
118
（118/89)
100
95
掲出
前
Advertising店
掲出
前
掲出
後
掲出
中
Frozen food
掲出
後
Processed food
Advertising店（ポス
ター
掲出
実施
）
＋36％
＋37％
168
（168/124)
Non-Advertising店
Non Advertising SC
Advertising SC
166
（166/121)
＋64％
263
（263/160)
124
＋37％
＋24％
（190/139)
（508/410)
Advertising店
508
410
＋72％
（461/267)
461
121
190
100
100
267
160
139
100
掲出
前
掲出
中
掲出
後
100
掲出
前
100
掲出
中
掲出
後
100
掲出前
掲出中
掲出後
10
Pos data analysis-2
TV広告の残存効果を一週あたり80％と想定、その週間GRPをアドストック（紫色）としてセールス・インデックスと比較。
どちらの店舗も広告アドストックに沿ったセールスとなっている。
しかしながら広告掲出店舗売上と広告非掲出店舗売上を比較すると広告掲出期での売上げに大きな乖離がみられる（①）。
その後両者の差は徐々に縮まって行ったが、掲出終了後１１-１２週間後に
次のTV広告が開始されると、再び売上げ差が開いた（②）ことがわかる。
Index
300
GRP
The effect of Mall-scape media is confirmed to last for 14 weeks.
①
1200
GRP
Carry Over GRP (80%)
Non Advertising SC
Advertising SC
263
263
250
1000
210
200
160
160
②
169
800
164
155
150
164
159
158
145
122
100
100
131
117
121
113
100
107
100 100
103
105
92
102
73
67
63
63
113
400
94
85
71
94
600
70
50
200
0
0
掲出
前1
掲出
前2
掲出
中1
掲出
中2
掲出
後1
掲出
後2
掲出
後3
掲出
後4
掲出
後5
掲出
後6
掲出
後7
掲出
後8
掲出
後9
掲出
後1
0
掲出
後1
掲出
後1
2
掲出
後1
3
掲出
後1
4
11
Changed to 4 networks
■Presently there are 2 networks.(A,B)
→4 networks（A,B,C,D) from 2009
■The number of shops/network decreased in half.
■2 networks(A&B or C&D) needs to be bought to cover all malls.
2 networks are recommended because of the reasonable unit price
and broad coverage.
※ price/unit(using 1 network)：¥30,000、price/unit(using 2 networks)：¥28,500
■There are only 2 clients at the same time in a mall. This point
and the number of panels wont be changed.
※see the shop list for the details.
12
Change to 4 networks-2
■Requests for “specific region” or “specific mall,”
Please ask us.
13
Promotion cases
The effect of the collaborative promotion is unique
Scent promotion
Display
Sound
vehicles
sampling
14
Special display
These cases might be possible on negotiation with malls.

Download Report