Humans can and have shown a trend of being attracted to the unexpected.
We see consumers lining up for the newest collaborations between brands that shouldn’t - like H&M and Karl Lagerfeld, Heineken and Bathing Ape. It is this precise element of unfamiliarity can cut through consumer attention.
For global tech giant Meta to decide to partner with a local Japanese traditional magazine publisher Shueisha to accelerate growth of their VR headset in the Japanese market might sound ineffective or irrational for a global tech company. This kind of collaboration can seem foreign to the digital or tech industries when the influence of traditional media has been decreasing in this digital era.
Who is Shueisha?
Shueisha, a publisher with its own strong manga contents distributed broadly both online and offline, has high affinity with the target audience for Meta Quest, and a partnership focused on attention and awareness from a new audience is an effective channel of growth for Meta. Through this collaboration, consumers’ interest in Meta Quest was instantly evident across social media.
A new way of attracting consumer attention
Now that brands are competing to attract consumer attention and discretionary time across industries, conventional category boundaries no longer make sense, and disruption can occur from anywhere.
In this new age, linking ideas, consumers, and interests that look distant or irrelevant at first glance would be a key driver for even more innovation and disruption – placing the motivation of consumers at the heart of communication strategies.
Today, ROI, media performance, and efficiency linked to sales are more heavily valued than ever in marketing activities, especially in media. However, it will become increasingly crucial to think outside of the box of ROI and a sales/performance-driven perspective and take on new challenges such as putting quite different and distant ideas together to make profound impacts and breakthroughs to consumers.
At dentsu X we look for motivation in everything we do, for more explore our work.
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