CASE STUDIES
Case Study: Verizon
IT Roundtable: Public Partnerships & Collaboration to Counter Cyber Terrorism
- How to raise local market credibility and reputation of Verizon Enterprise Solution’s security services
- Establishing the perception of Verzion Enterprise Solutions as a leading expert in cyber-attack threats
- Lack of opportunity for non-Japanese companies to participate in an event with local public sector experts
- Expand media outreach beyond the traditional IT media
Through the IT Roundtable event platform Verizon sponsored a cyber-security themed event with locally recognized Japanese security & IT experts to announce key findings in their 2014 Data Breach Investigations report.
Japan IT and security expert participants included:
- Hiroichi Kawashima: Japan Government Member of E-Government Taskforce-Former CIO of Saga Prefecture
- Satomi Kiuchi: First CIO of the Year/Former CIO of Taisei Constructions, President of Oran K.K.
- Ikuo Misumi: Hacking expert at the state-run National Information Security Center
- JPCERT/CC – Chief of Analysis Center, Japan Computer Emergency Response Team Coordination Center (JPCERT/CC)
- Secured coverage of Verizon spokespersons together with locally recognized Japanese security experts. strengthening thought leadership and raising market credibility and awareness of Verizon Enterprise Solutions
- 16 media and 3 analysts attended the event. Including tier 1 IT media, business media and Japan’s newswires.
- Positive coverage was posted in IT online media; Cloud Watch, Internet Watch, ITmedia, IT Leaders and ZDnet Japan.
- Featured articles were published in print media; Dempa Times, Hoso Journal, Keizai Sangyo Shinpo, Nihon Ryutsu Sangyo Shimbun and Security Sangyo Shimbun.
- Both the moderator Hiroichi Kawashima and panelist member Satomi Kiuchi used their personal social networks (Facebook & Twitter) to share news of the DBIR Roundtable event and the DBIR Report.
- Japan’s number one business daily newspaper the Nikkei Shimbun published DBIR information in feature cyber security article.
- The Information Technology Promotion Agency published highlights of Verizon’s DBIR report in their annual Information Security Whitepaper 2014 Report. Which is the most respected and well-known security reports in Japan
Case Study: Equinix
Data Center Osaka Opening
- Equinix was planning it’s Japan expansion with the launch of a new data center in the Kansai western region of Japan. However, Equinix company awareness was still quite low in this region, 99% of key media are headquartered in Tokyo and the date center facility had not been built yet.
- Equinix approached to us to build awareness and interest among potential and existing Kansai customers while raising the profile of Equinix in the Kansai region.
We recommended implementing the following strategies:
- Delivery of a high value public message that resonates locally
“Equinix to help foreign enterprises with entry into Osaka area and local enterprises go global while contributing to local economy”
- Locally Recognized High Profile stage for the announcement
Instead of a hotel or conference center we held the press conference at the Osaka Chamber of Commerce where the Osaka Business Press Club is located and who we collaborated with.
- Offer PR collaboration opportunities with local well-established and respected enterprises and organizations
We secured press conference and press release participation from K-opti.com, KENES and the Osaka Chamber of Commerce
- Created a joint press release with local partners and government related agencies (city of Osaka, Osaka prefectural government).
- Invited the Director of Osaka Chamber Commerce to act as MC at the press conference.
- Changed data center focused message to emphasizing the importance of local partners contribution in leveraging the new data center for local economy growth and global reach “Equinix Connecting Kansai to the World, and the World to Kansai”.
- Secured attendance of 19 media from top tier newswires, dailies and technology trade media
- The Equinix Japan Country Representative was quoted in articles published in MyNavi News, Cloud Watch, ASCII.jp and Nikkan Kogyo.
- Held 2 media interviews with top tier business media Diamond and leading IT media Cloud Watch. Both media interviews resulted in positive coverage.
- 15 pieces of coverage secured as a result of proactive media outreach to key broadcast, dailies and technology trade publications.
Case Study: Bridgestone
ECOPIA Product Launching
One shot to Communicate New Eco-Product Position to Technical and End-User Audiences
In Tokyo, on January 13, 2010, Bridgestone President Shoshi Arakawa unveiled ECOPIA EX10 tires, the latest products of its fuel-efficient ECOPIA tire brand.
The launch of the new ECOPIA EXD 10 tires was a key part of Bridgestone’s overall business initiatives to develop and promote eco-friendly products.
They needed to put together a successful event that would promote the ECOPIA brand by launching the standard product of ECOPIA brand.
Taking ECOPIA Direct to Influencers with a Touch and Try Test
J-Spin created an ECOPIA Test Drive event for the media, industry analyst and key influencers to have a real firsthand experience to touch and try the industry-leading advances of ECOPIA tires in reducing rolling resistance while maintaining reliable grip. In order to further deepen the perception of Bridgestone as a company committed to eco-friendly products, we used the hybrid cars Prius and Insight for the test drives.
The media event was planned to meet a two main objectives; to position Bridgestone as an authority leader in eco-friendly products and to promote the ECOPIA brand. Unlike most Bridgestone product press events where first a press conference is held in Tokyo then a week later the media are invited to testing trial event outside the city, we held the ECOPIA test trial on the same day as the press conference.
ECOPIA Message Captured Among All Key Influencers
Our consultants contacted all key automotive industry media, auto industry analysts and opinion influencers. A total of 98 media and analysts attended the event and completed a test drive run. This resulted in a wide array of coverage from over 30 auto magazines, over 15 trade newspapers, 3 TV programs covered the event and countless online media published online articles and photos
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