We Transform Digital Technology to Uplift Area Value
As one of many examples, take a look at our projects with Mori Building
About MORI Building
Mori Building is one of the most innovative real estate developers in Tokyo, Japan. With a revenue size of $2.5B, they have been pursuing urban development with an emphasis on culture for many years. They have developed numerous office buildings that are home to global companies such as Apple and Google, created many iconic luxury commercial facilities. One of them, "Roppongi Hills" is a popular Tokyo landmark complex that combines living, working, relaxing, and playing (completed in 2003).
Branding Project of an International “Future Cities” Conference
Innovative City Forum is an annual international conference that is organized by Mori Building. As the core concept focuses on “future of cities", the cutting-edge nature are outstanding, and it attracts a diverse range of developers, policy makers, researchers, artists from around the world. ATTIQUE was responsible for all planning and production of the brand identity, website and content (in which we have been involved since 2015).
ChallengeEvolving the overall communication plan according to brand maturity
As it celebrated its 5th anniversary in 2017, we felt it was necessary to implement measures to further improve its brand impact as we had a sense of stronger influence. Thus, we proposed the development of its new brand identity. In order to balance long term brand building and attracting visitors, we also implemented a comprehensive plan and production of the website, content, and UI/UX design.
OutputDesign strategy to intuitively convey the rarity of the event
In order to portray the diversity and dynamism of cities while emphasizing the rarity of the event, we developed a brand identity with a brand system that changed form and appearance according to the media in which it was deployed. Media included everything from the website, film, pamphlets, official program brochures. In addition, exclusive interviews articles of visionaries such as Joi Ito from MIT Media Lab, Nanjo Fumio the director of Mori Art Museum was developed to build preliminary engagement towards to the conference.
Marketing the Value of Facilities in an Age of Highly Segmented User Interest
The Roppongi Hills Library and the Ark Hills Library have embodied the 21st century workspace since they opened in 2003. Both libraries regularly implement member acquisition strategies with the aim of being facilities that are chosen not only for their specs but for their concept. ATTIQUE was responsible for all concept development, planning and production of websites, content, and marketing plan for customer acquisition.
ChallengeTailoring Content and Communication Design for a Range of Different Needs
As new shared workspaces are rapidly built throughout Tokyo, the facility needed to update the communication strategy to differentiate their position. While providing the basic value of a workspace, it was critical that we presented a concept in a way that reached potential users who currently do not have any interest in the facility.
OutputRedefining the Facility Value
For those interested in the facility, we designed and produced a UI/UX design that conveys the maximum amount of information about the facility with the fewest possible clicks/taps. Also, because it is a workspace that can be used for work, conferences and study, we planned and produced contents that intuitively appeals the utility value of a facility where various ways of working can be achieved.
For those who are not yet interested in the facility, we focused the communication to allow users to understand the true value of the facility. We redefined it as “a place to acquire moments of concentration”. We developed the website emphasizing that value. In addition, in order for the users to have a better understanding of this concept, we created original content by assigning an influential Doctor of Medical Science to talk about how a physical environment can have a strong effect on one’s level of concentration.
Christmas Promotion at Roppongi Hills
Christmas events at Roppongi Hills is the most popular event of the year, attracting 7 million visitors. ATTIQUE is responsible for drawing up the overall digital marketing strategy, UI/UX design, website development, content planning and production, data-driven optimization of the site.
ChallengeBuilding Awareness Without Depending on Advertising
We believe the ideal state of brand marketing is to be non-dependent on advertising.
In order to pursue a communication strategy that will lead us in that direction, we conducted a research analysis on Christmas trends to acquire customers mainly through organic consumer needs (web acquisition). Therefore, we focused on the planning, design, development of the website and content that will best grasp such needs.
OutputContent Planning to Capture the Trend and Data-Driven Web Optimization
Having accurately grasped the Tokyo trend, we assumed that customer attention will be focused on the Christmas market rather than the illuminations. Christmas market information, which until last year was a simple landing page, was enhanced into a micro site that introduces the event comprehensively, increasing the ability to attract web visitors. Furthermore, in order to increase the number of web visitors, real time data analysis was conducted to identify well received content. This data was then utilized to create additional related content to further capture customer needs. Ultimately, we achieved a 40% increase in web visitors over the previous year at an advertising cost of 0 yen (despite the fact that there were advertising investments in the previous year).
Area Branding to Transform Roppongi Into a Global MICE City
DMO Roppongi is a DMO organization (*DMO: an acronym of Destination Marketing Organization, a legal entity that launches the tourism industry in an area) consisting of multiple companies based in Roppongi, such as Mori Building, Mitsui Fudosan, Grand Hyatt, and The Ritz-Carlton. DMO Roppongi’s mission is to attract MICE events by utilizing the advantages offered by the area, which has some of Japan’s leading business and cultural facilities, including Roppongi Hills and Midtown. ATTIQUE was responsible for overseas test marketing, which consists of concept development, planning and production of white papers, websites and content.
ChallengeIncreasing BtoB Marketing Efficiency Through Digital Communication
Although DMO Roppongi was showcasing their activities through international travel exhibitions, due to the limited number of exhibitions, there were insufficient points of contact with key decision makers. In addition, the main targets for DMO Roppongi was to attract only medium-sized MICE events between 100 to 200 people, therefore a more efficient and sophisticated targeting was required.
OutputSynchronized Test Marketing in 10 cities from Japan
In building international awareness, our first action was to develop the brand positioning of the city. As we constantly see many cities trying to communicate every element in the city, we knew that was not the right strategy, especially for Roppongi which is not globally known. We positioned the city as “MICE City Roppongi” and focused our value propositions as a destination ideal to host mid-size events in Tokyo. We also created white papers to edit the cities values into the context of a MICE city.
Before doing full-scale marketing overseas, it was necessary to decide which countries' event organizers should be targeted. Therefore, we first prepared a micro page with a questionnaire that was utilized to acquire user attribution data. As a result, we accumulated data from event organizers in 10 cities across the globe and discovered the needs unique to each city. With the learning data, we are in the process of prioritizing the next actions and issues to be tackled in order to attract business events in Roppongi.