Okinawa’s Bank of the Ryukyus Bank Ad Campaign Stars Colorful Characters
Laura McQuarrie — August 12, 2014 — Marketing
References: ryugin.co.jp & en.rocketnews24
Anime characters are used to promote just about everything in Japan, but this bank ad campaign for Okinawa’s Bank of the Ryukyus or Ryugin is pretty unusual.
The ad stars two colorful, big-eyed characters named Rumi and Rura, who are not out to fight crime, but are out to support families with their insurance needs. Each of the characters that appears in the campaign is full of personality, likes and dislikes. The pink-haired Rumi for example is a blood type A who is a fan of cooking, snapping photos and playing music. Rura on the other hand is an O blood type with an interest in karate, pickles and dancing, which makes the duo seem pretty fun and personable.
The ad stars two colorful, big-eyed characters named Rumi and Rura, who are not out to fight crime, but are out to support families with their insurance needs. Each of the characters that appears in the campaign is full of personality, likes and dislikes. The pink-haired Rumi for example is a blood type A who is a fan of cooking, snapping photos and playing music. Rura on the other hand is an O blood type with an interest in karate, pickles and dancing, which makes the duo seem pretty fun and personable.
Trend Themes
1. Anime Advertising - Using anime characters in advertising campaigns to make them more engaging and relatable.
2. Personified Branding - Creating characters with unique personalities to represent a brand and connect with consumers on a personal level.
3. Targeted Insurance Marketing - Using anime characters to promote insurance services and connect with families who prioritize financial protection.
Industry Implications
1. Banking - Opportunity for banks to leverage anime characters and storytelling techniques in their marketing campaigns to engage with customers in a unique and memorable way.
2. Insurance - Insurance companies can explore the use of anime characters to promote their services and connect with target audiences, particularly individuals and families seeking comprehensive insurance coverage.
3. Marketing and Advertising - Marketing agencies can tap into the trend of anime advertising and help brands create engaging campaigns by incorporating personified branding and relatable characters.
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