Improving CENTURY 21 Brand Awareness and Image

「From late July, held a Crayon Shin-chan attraction event at the summer festival organized by TV Asahi and Roppongi Hills, attracting many children.」

「We sponsored the "SoftBank Winter Cup 2023 (76th National High School Basketball Championship)." We seek to contribute to society by supporting young talent.」

「As in the previous year, for approximately 1 month from late July, we held a Crayon Shin-chan attraction event at the summer festival organized by TV Asahi and Roppongi Hills, attracting many children.」

「As part of efforts to strengthen branding through digital media, we have created and published short videos for social media.」

「We strengthened digital support measures using owned media as part of efforts to expand customer acquisition, while also developing mass-media branding initiatives, including measuring the effectiveness of television advertising and radio time-signal advertising on FM stations nationwide.」

「First, as part of our advertising strategy, we are holding the "Autumn Moving Fair" from 27 August through 6 November 2022, offering customers popular home appliances and other goods by lottery.」

「As part of our advertising strategy, from April 2021 we produced and began airing nationwide new commercials featuring Kane Kosugi, who has been popular for many years, along with Ami Inamura, the 2nd CENTURY 21 Girl, and Crayon Shin-chan, which is highly popular with families.」

「Meanwhile, as part of our advertising strategy, we held the "Autumn Moving Fair" from 28 August through 3 November 2021, offering customers popular products by lottery. We also held the "Spring Moving Fair" from 8 January through 6 March 2022, offering new-life support goods by lottery to a total of 210 winners.」

「As part of our advertising strategy, from April 2021 we produced and began airing nationwide new commercials featuring Kane Kosugi, who has been popular for many years, along with Ami Inamura, the 2nd CENTURY 21 Girl, and Crayon Shin-chan, which is highly popular with families.」

「As part of our advertising strategy, increased traffic to the official website by strengthening social media advertising. From April 2021, we decided to produce new commercials featuring, as new image characters, Kane Kosugi, who has been popular for many years, along with Ami Inamura, the 2nd CENTURY 21 Girl, and Crayon Shin-chan, which is highly popular with families.」

「As part of our advertising strategy, we held the "Autumn Lifestyle Support Fair" from 29 August through 3 November 2020, offering customers popular products by lottery. We also held the "Spring New Life Support Fair" from 9 January through 7 March 2021, offering new-life support goods by lottery to a total of 210 winners.」

「As part of our advertising strategy, we launched the "Thanks to You, 35th Anniversary Campaign." The 4th campaign, the "Autumn Golden Fair," ran from 31 August through 4 November and offered luxury prizes. From 2020, we have also held the "New Life Support Fair" from 11 January through 8 March, offering popular products by lottery to a total of 150 winners.」

「As part of our advertising strategy, we launched the "Thanks to You, 35th Anniversary Campaign," holding collaborations with various professional companies to mark the 35th anniversary of the opening of our first store. The first campaign ran from January through March this year with the interior shop ACTUS. The second campaign ran from Saturday, 27 April through Sunday, 30 June, in conjunction with Disney's latest film, Aladdin. For the third campaign, we will sponsor a-nation, the summer outdoor music event held annually by Avex since 2002. This year, it will be held in Aomori, Mie, Fukuoka, and Osaka. Also this year, to improve awareness and willingness to use our services, we held the 6th CENTURY 21 Ladies Golf Tournament 2019, certified by the Japan Ladies Professional Golf Association, from Friday, 26 July through Sunday, 28 July over 3 days at Ishizaka Golf Club in Hatoyama, Hiki District, Saitama Prefecture.」

「Against this business backdrop, in October 2018 we renewed the visual identity (VI), including the logo and corporate colors, adopting a more approachable and refined design and gradually changing store exteriors and interiors so that it would appeal to people of a wide range of ages. In conjunction with the VI change, we are producing and airing television commercials to build awareness of the new brand.」

「Finally, regarding the new visual identity (logo) announced in October 2018, in January 2019 we announced a new commercial and statement expressing CENTURY 21's intention to transform itself and become the "easiest real estate agency to consult" for all customers, from older people to younger people, through community-based communication in an era of increasingly diverse real estate needs.」

「From October, we began renewing the visual identity (VI) and are gradually developing stores that make it easier for people of a wide range of ages to visit. In our advertising activities, we produced and began airing a television commercial featuring Rikka Ihara (伊原 六花), whom we selected as the new image character. The commercial uses a story-driven format intended to improve not only awareness but also willingness to use our services.」

「The women's golf tournament reached its 4th edition last year and recorded a record high of more than 20,000 visitors over 3 days. To promote women's participation in the real estate brokerage industry and appeal to younger audiences, we selected a new female talent as "CENTURY 21 Girl" and will begin airing commercials in July.」

「To improve awareness and willingness to use our services nationwide, we held the 4th CENTURY 21 Ladies Golf Tournament in the Kansai region, the first time the Company had sponsored the event there. We also introduced new electricity and points services to enhance services for customers, receiving a favorable response.」

「We partnered with Rakuten, Inc. for the "Rakuten Point Card" shared loyalty points service operated by the company, seeking to further improve customer satisfaction and willingness to use our services.」

「Against this business backdrop, we continued airing commercials and sponsoring a women's golf tournament to further improve awareness and willingness to use our services, and launched a new campaign using video-sharing websites.」

「Against this business backdrop, we held an autumn fair as a promotional initiative to further improve awareness and willingness to use our services, and sought to attract customers to our offices by airing various television commercials.」

「Against this business backdrop, we held the 3rd CENTURY 21 Ladies Golf Tournament, sponsored by the Company, to further improve brand awareness and willingness to use our services.」

「iii) Further improving the image of the CENTURY 21 brand and customers' willingness to use its services through advertising and public relations activities」