SUB CATEGORY :

GUTSY STRATEGY

ENTRANT COMPANY :

DENTSU EAST JAPAN INC., TOKYO

TITLE :

HAJIME, KEN AND SETSU

BRAND :

HAJIME KENSETSU(CONSTRUCTION)

ADVERTISER :

HAJIME KENSETSU(CONSTRUCTION)

AGENCY :

DENTSU EAST JAPAN INC., TOKYO

CREATIVE DIRECTOR :

YOUNGKWI AHN

ART DIRECTOR :

YOUNGKWI AHN/SAKITO SAKURAI

COPYWRITER :

YOUNGKWI AHN/HIROAKI SUZUKI

ACCOUNT MANAGER :

KAZUYOSHI KATO

ACCOUNT EXECUTIVE :

YOHEI KAKINUMA

PLANNER :

YOUNGKWI AHN

PR DIRECTOR :

SAKI KATSUSHIKA

MEDIA PLANNER :

YUKIHARU MORII/MUTSUKI ARIMA

FILM PRODUCTION COMPANY :

NIBAN-KOBO PRODUCTIONS CORP., TOKYO/
THE DIRECTORS GUILD, TOKYO

DIRECTOR :

DAISUKE SHIBATA

FILM PRODUCER :

TOMOHIRO KANEKO

PRODUCTION MANAGER :

AMI SUZUKI

ART WORK :

KUNIKAZU TODA

SUPERVISED :

YOICHI TAKAHASHI

POST-PRODUCTION COMPANY :

ONKIO HAUS, TOKYO

EDITOR :

SHINSUKE HARAGUCHI

ILLUSTRATOR :

KUNIKAZU TODA

SUPERVISOR :

YOICHI TAKAHASHI

SOUND PRODUCTION COMPANY :

FROG INC, TOKYO

SOUND DESIGNER :

HIROSHI KAWAGOE

CAMPAIGN SUMMARY :

This is the “entertainment films to turn the company name into a buzzword,” aiming to maximize brand recognition for Japanese housebuilder Hajime Kensetsu.

As of March 2024, Hajime Kensetsu had a brand recognition rate of approximately 42.9%. Our task was to increase this rate. In Japan, it is common for companies to repeat their names multiple times in short commercials to boost name recognition. Although this method is effective, it often creates a negative impression: “It’s annoying,” “It’s monotonous and unpleasant,” “It feels like brainwashing,” “Is this brand uninspired?” In one survey, these name-repeating commercials ranked first among the most disliked ads. To address these concerns, our strategy was a creative approach that could gain a favorable impression from the target while still employing the name-repeating method.

We focused on the characters in the name Hajime Kensetsu. “Hajime” and “Ken” are popular first names for men in Japan, and “Setsu” is also a common women’s first name. Thus, we divided the company name Hajime Kensetsu into three names for the story’s characters. Using this innovative and exciting online movie that tells the story using just three lines, we aimed to turn the name-repetition method into entertainment for the target and make the company name into a buzzword, maximizing brand recognition while gaining a favorable impression.

As a result, the hashtag “HajimetoKentoSetsu” (the three characters’ names) garnered 33.36 million impressions in one month, successfully making the company name viral. Numerous comments on X showed that we had achieved our objective: “Having only these simple lines actually makes it interesting”; “I hate most YouTube ads, but I actually like the Hajime Kensetsu ad”; “It’s addictive despite just repeating the name”. This campaign opened up new possibilities for name-repeating commercials.

INSIGHT :

Hajime Kensetsu relies on brokers to sell its properties rather than direct sales. With Japan’s declining population and increased competition, it needed a boost in brand recognition to help brokers market its properties.Many of its rivals are also using advertising to increase recognition. To help Hajime Kensetsu survive, we focused on communication that could motivate not only brokers but also the general public.On top of this, the method was also used by many of Hajime Kensetsu’s rivals, making it more difficult to generate buzz.

In Japan, it is common for companies to repeat their names multiple times in short commercials to boost name recognition. Although this method is very effective in terms of instilling the name in people’s memories, it often creates a negative impression: “It’s annoying,” “It’s monotonous and unpleasant,” “It feels like brainwashing,” “Is this brand uninspired?” In one survey, these name-repeating commercials ranked first among the most disliked ads. Because they are so despised by consumers, there are even some video media that refuse to allow these name-repeating commercials. On top of this, the method was also used by many of Hajime Kensetsu’s rivals, making it more difficult to generate buzz.

STRATEGY :

We devised a creative strategy that could get favorable impressions from thecapture the target audience and generate buzz while employing the repetition technique. The main reasons that people dislike repetitive ads is that they “are monotonous with too little information,” and they “lack elements that provide new knowledge to viewers or draw interest.” Thus, we decided that instead of monotonous repetition, we could create a story that employed a repetitive effect but still attracted the target’s interest to garner a favorable reaction while winning the fight for brand recognition against rivals.

CREATIVITY IDEA :

We focused on the characters in the name Hajime Kensetsu. “Hajime” and “Ken” are popular first names for men in Japan, and “Setsu” is a common women’s first name. Thus, we divided the company name into three names for the story’s characters. The innovative and exciting online movie tells its story using just these three words. With the unexpected twists the story takes, we aimed to turn the name-repetition method into entertainment and make the company name into a buzzword, maximizing brand recognition and gaining a favorable impression.

The target of Japanese people in their 20s and 30s prioritizes efficient use of time and likes to watch video at double speed. This insight led us to create a sixty-second drama comprised of nine episodes. It attracted attention with its speed while getting viewers to watch the story until the end without skipping, ensuring that the three lines remained in viewers’ eyes and ears.

EXECUTION :

In Japan, battle fantasy anime are extremely popular, consistently ranking highly on Netflix and other platforms. Our online movie features a story in which Hajime, Ken, and Setsu travel to another world and battle a demon king. The goal was to fully entertain the audience while using creative expressions that prioritize company name recognition, without any mention of product specifications or general brand information. Through repetition, we aimed to establish both recognition and a positive impression. In 2025, an original “company name recognition action game” will also be launched, allowing players to relive the story from the online movie. This initiative is designed to further increase the buzz around the campaign.

RESULT :

From ad content to strategic asset
The campaign was launched in November 2024. As a result, the hashtag “HajimetoKentoSetsu” (the three characters’ names) garnered 33.36 million impressions in one month, successfully turning the company name into a buzzword. Numerous comments on X showed that we had achieved our objective: “Having only these simple lines actually makes it interesting”; “I hate most YouTube ads, but I actually like the Hajime Kensetsu ad”; “It’s addictive despite just repeating the name Hajime Kensetsu”; “It’s amazing how much Hajime Kensetsu has stuck in my ears”; “This one commercial I watch over and over without skipping.” This campaign opened up new possibilities for name-repeating commercials.
This campaign went beyond mere brand recognition and succeeded in creating a common understanding among customers and brokers, lowering the barrier for introducing properties to potential home buyers while bolstering the brand image of Hajime Kensetsu. The client has highly praised these results and is considering continuing the campaign beyond 2025, positioning this content as a strategic asset.

This is an example of a brand clearly having fun with itself. That will draw in the audience and make them want to see and learn more about it. We’re confident this approach will generate that sort of momentum.

URL :

https://www.youtube.com/watch?v=x3xj0_QOF1o