In today's technology- and information-rich Japan, all markets tend to become commoditized.

In particular, Generation Z, which should lead the next-generation market, is becoming less interested in possessing tangible objects and is increasingly seeking spiritual fulfillment in its consumer behavior.

This is precisely the demand of the times, and companies that sell products are required to develop emotional communication that stimulates people's feelings.

The main buyer segment for Citizen ATTESA, which has been around for 35 years, is men in their 40s to 50s, and the challenge is to reach out to Generation Z.

The objective of this campaign was to motivate Generation Z, for whom the material value of watches is fading, to change their engagement with the brand and the meaning of owning a watch.

?NEVER LISTEN TO THE WORLD, LISTEN TO YOUR BEAT. ?

CITIZEN ATTESA has created a co-creation platform for the transmission of new ideas so that the young people who will create the future can take on challenges without being bound by anything. The young creators (challengers) who have gathered here create works based on their own sensibilities, free from the constraints of the past, and continuously communicate their messages to their own fans. By transcending the boundaries of the digital world and utilizing realistic touch points, they sought to further boost communication with Generation Z, who are digital natives.

In a global survey of attitudes, Japanese youth are at the bottom of the list when asked if they think they can change society on their own. (Japan: 18.3%, China 65.6%, U.S. 65.7%)

Targeting Generation Z, which has low self-esteem, CITIZEN ATTESA aimed to strengthen engagement by continuously delivering a message about the importance of believing in oneself and challenging oneself. This emotional brand message gained deep empathy from the same generation through the work of the young Youtuber and spread through social networking sites. The boost was achieved by combining real communication beyond the digital framework.

We have executed a communication on the theme of the words "LISTEN TO YOUR BEAT".

It contains the message , "Generation Z is being propelled by the weapon of technology, but we should refine our senses and live our lives with a focus on our own individuality. "

A video of the project launch was released on YouTube, and an LP was also released to view the project.

January 2022: Released the first film on YouTube.

We met and co-created with two young creators leading Japanese culture, who sympathized with our first film.

March 2022: Released the second film.

The film was aired in a jacked-up Shibuya street vision where Generation Z gathers.

A talk event about the piece co-created by the three artists was held simultaneously in digital and real .

The project boosted digital communication by sending out information on YouTube, LP, and through each influencer's SNS.

Compared to the digital promotion that Citizen ATTESA had conducted during the same period, the figures showed a higher reach to Generation Z.

Period: September 24, 2021~March 31, 2022

Users viewing the video: Percentage of users 34 years old or younger: 682%.

Engagement rate of video distribution: 423%