Expanding Brand Awareness through Television Commercials, Race Sponsorships and the Web

「In connection with the launch, a large-scale television commercial campaign began nationwide on 25 November, generating significant exposure among customers. ¥217 million: Diamond II Keeper television commercials」

「In connection with the launch, a large-scale television commercial campaign began nationwide on 25 November, generating significant exposure among customers. ¥217 million: Diamond II Keeper television commercials」

「In April, “TREX Keeper” was introduced by a motor journalist, resulting in a sharp increase in installations and inquiries. In addition, the TREX Keeper website is scheduled to be launched, raising expectations for future growth of TREX Keeper.」

「The advertising campaign also provided significant support, with “Katte ni Kirei” commercials airing from July through December this year on 3 nationwide network programs as sponsored programming.」

「The effects of the commercials that began in April are now clearly emerging, and more customers are specifically requesting Fresh Keeper.」

「In April, commercials began airing nationwide on 3 programs: “ZIP!,” “Kaji Yarou!!!” and “Matsuko’s Unknown World.” In addition, a dedicated Fresh Keeper website was launched, and a full-scale promotion using social media has begun.」

「In addition, on 19 December 2022, the company was featured in “Oha Biz,” a segment of NHK’s nationally broadcast “Good Morning Japan.” As it was terrestrial television broadcast nationwide, inquiries were received from viewers, leading to a large number of installations.」

「The response to “Cambria Palace” continued during the first quarter, with stores continuing to receive a high volume of inquiries by phone and email.」

「We will continue sponsoring Super GT in 2022, which has made a substantial contribution to KeePer’s branding and recruitment. We will also actively expand our sponsorship activities to other motorsports to obtain advertising benefits and strengthen our relationship with the automotive industry. In addition, we are producing a new commercial for Fresh KeePer, which went on sale in September.」

「Full-scale promotional activities are planned for around this summer, and the product commonly known as “ECO Diamond” is expected to become a new core coating service for KeePer going forward.」

「From July through September in particular, celebrities and motoring journalists released YouTube videos. The content was substantial and conveyed the fun and pleasure of keeping cars clean, generating an enormous number of views. The effects appeared immediately, with many customers visiting after saying they had seen the videos on YouTube and requesting KeePer coatings.」

「In July, a well-known entertainer loved by people across a broad range of generations and recognized by everyone featured KeePer on their YouTube channel. As the celebrity has a large number of channel subscribers, many people watched the video soon after its release, and we promptly began receiving many coating requests from viewers. We expect significant results going forward.」

「We will also promote the KeePer brand through the “SUBARU BRZ R&D SPORT,” a new SUBARU BRZ-based racing car competing in the SUPER GT 300 class, Japan’s premier domestic motorsport category.」

「This strong performance was driven by many YouTubers featuring KeePer throughout 2020, as well as automotive magazine reporters and motoring commentators covering EX KeePer and W Diamond KeePer. Their high ratings were published in print, creating a favorable reputation that spread across social media with strong positive feedback. This improved KeePer’s image as a genuine, reliable coating with proven effectiveness.」

「In addition, YouTube initiatives and promotional activities involving articles in automotive magazines have begun to produce results, and KeePer’s reputation on social media has been rising.」

「Super GT sponsorship is continuing in fiscal 2020, and the company achieved a pole-to-win victory in Round 1. Judging from Round 1, its speed this season is overwhelming, raising strong expectations that it can reclaim the championship for the first time in 3 years.」

「The main factors were the continuing effects of the TV commercials and web advertising conducted last year, which steadily increased awareness of KeePer and raised demand for higher-priced products such as Diamond KeePer.」

「During this period, advertising expenses were substantially increased to ¥328 million, up 134.6% year on year, an increase of ¥188 million, to thoroughly raise awareness of the KeePer brand for the future. We broadcast TV commercials, which we had not done in either of the previous 2 years. At the same time, we distributed various digital content, including YouTube content on our website. In addition to continuing our sponsorship of Japan’s premier racing category, Super GT, in 2019, we became the title sponsor of the 2019 Inter Proto Series to enhance advertising effectiveness and actively engage with the automotive industry.」

「During this period, from 3 to 16 August, the new commercial received 1,200 GRPs through spot broadcasts across the 3 prefectures of Aichi, Mie and Gifu. It had a substantial effect, increasing coating applications for new customers and significantly increasing coating applications for new cars.」

「In addition to seeking advertising benefits and actively engaging with the automotive industry, we became the title sponsor of the Inter Proto Series. The new TV commercial, “Challenge to Clean,” which had been under consideration for some time, has now been completed. Alongside the TV broadcast, it will be distributed through various digital content channels, including YouTube on our website, to promote KeePer’s brand actively and effectively for the future.」

「Super GT, which has also contributed to recruitment, featured the same drivers as last year, Ryo Hirakawa and Nick Cassidy. Although #37 KeePer TOM’S LC500 narrowly lost the series title by 1.5 seconds in the final race, its performance was comparable to that of the champion, its popularity rose sharply, and it made a substantial contribution to KeePer’s branding.」

「There have been continued cases raising doubts about the effectiveness of internet advertising. Also, seeing internet sites actively advertise themselves through TV commercials has led us to believe that we should reassess the effectiveness of TV commercials. In any event, we believe this fiscal year is the right time to seek a good partner for marketing.」

「Advertising expenses increased by ¥47 million year on year. The increase resulted from discontinuing the TV commercial campaign that would normally have been concentrated in April of the fourth quarter and instead placing web advertisements and other advertising in March.」

「Super GT has also played a role in recruitment. When we ask students who apply, “What motivated you to apply? How did you learn about this company?” approximately half say, “Because #37 KeePer TOM’S was performing well in Super GT.” It was fortunate that sponsoring Super GT had a major impact not only on advertising but also on recruitment. In addition, #37 KeePer TOM’S became the 2017 series champion, and extensive media coverage has made this highly effective advertising.」

「Previously, we allocated our largest advertising budget to TV commercials. However, the preferences of KeePer customers have clearly shifted from television to the internet, and we recognize that our advertising methods must adapt accordingly. We are therefore shifting substantially toward internet-based advertising.」

「In October, as part of KeePer branding and as a support initiative for the December KeePer Championship, we produced “Pro Shop tissues” as gifts for users and distributed approximately 220,000 boxes nationwide. Regarding TV commercials, we had previously spent the budget in a single campaign every April, but this fiscal year we brought forward approximately 50% of the annual TV commercial budget, or approximately ¥50 million, to November and December ahead of the peak demand period.」

「We intend to continue these activities from fiscal 2017 onward.」