JABOT
Breaking through the language barrier within JABOT.
The Challenge
Mission of Japan to ASEAN (MOJA) wanted to raise awareness of Japan’s 50 year relationship with ASEAN’s younger demographic, highlighting Japan’s programmes and projects to a younger demographic to both increase awareness but also promote engagement in the programs.
Services
The Start
We began with a deep dive into MOJA’s 50 year history and gathering insights on young people across ASEAN (15-35 yrs). Identifying key goals which would shape our campaign.
1. Leverage Japanese Soft Power.
2. Aligning the discourse around topics Gen Z are passionate about.
3. Digestible and Sharable content.
4. Strong visual hooks to break through the language barrier.
Our Journey
We knew from the start we wanted to leverage Japan’s obsession with mascots, we needed a memorable character that could both represent the future but also the heritage of the initiative.
We went through many iterations before landing on a retro future styled robot we named ‘JABOT’ and his little Onigiri inspired pet, introducing him in the most Japanese way we could think of, his own anime short.
The Finale
We created a full strategic campaign, JABOT’s journey across ASEAN was well documented covering 5 countries across 90 days, with 60 unique posts.
In each country JABOT visited MOJA initiatives, took trips with influencers, appeared offline with Japanese ambassadors and documenting the whole journey on Instagram, Facebook and Youtube.
