If you are as amazed with the new Pepsi product released in Japan as I am, or how odd Angelina Jolie (she’s French) looks in the new Shiseido ad- you would be surprised to see how the advertising has changed. It turns out that search boxes seem to be the latest thing in advertising all over the little island, and have been for the past few months. Not only do they list the URL, but they also place a search box in the ad, with the keywords already placed.

You may be asking yourself “Why is this?” Could it be that dot coms are starting to run out? Could searching be THAT much more fun? In a way it makes sense. If I am telling someone to visit my portfolio I can tell them “Google my name and the word: portfolio” instead of saying “Double you double you double you dot” saying it, then spelling it, then having to write it down for them because it’s not a common word.

We also have the tendency to forget, and sometimes company URLs don’t really follow along with what they are producing. Keywords are common though; people remember them, AND by associating them with a product, people will think of that product when they see those words. Genius!

The image above is for an ad for a contact lens company called Ace Contacts. Their url is www.goace.jp and the search is “e-su kontakuto” = ace contacts.

Also, mobile web browsing in Japan is very common. Typing in just the keyword is faster than having to type “www” and “.com” even if there is a button for them on your phone. It’s also just easier to load a search engine and tap in a keyword.

I feel that AOL used to do something very similar to this on a lot of their advertising. Throwing in “AOL Keyword thigh master” or some other random subject/topic/thing at the very end. That’s the closest I have seen anything similar to in America.

I feel that if this catches on elsewhere, this could create a war in adwords; and who will be on top of searches? First fighting over dot coms, then this? How are you to fight using your words when you don’t even have any!?

American cuisine = Mcdonalds homepage?

So small, so lightweight, so useful, and such a great marketing/advertising tool! Ah yes, the tissue packet has more uses then for just blowing your nose and wiping your personal areas in Japan.

In larger cities (usually very close to train stations) you can find a small group of people standing around handing out packets of tissues. This small packet contains a little flyer that is on top with an advertisements varying from adult bookshops, English schools, mobile companies, and more.

These people handing out the packets have one job. They are told which specific demographic to hand the packet to. Say the advertisement is for a women’s spa, generally the target demographic would be women (obviously) ranging from ages of 20+. So thats who they would hand the packets too.

While I was living there I really needed a tissue. I walked past the group of “Givers” and they handed me nothing. So I walked back and walked through the group again. Again, nothing. Finally I had to ask a girl if I could have a pack, because I really had a lot of hana mizu (nose water) dipping from my nose. I thanked her, looked at the ad and read the advertisement for a Men’s Host Pub (thats where women pay for the company of a nice beautiful man, enjoy drinks, and talk about “things”). So I guess I wasn’t the target they wanted to reach…

I feel there is a reason though why it works in Japan, and not here in America. Often times you can’t find toilet paper in a public restroom. In restaurants a small moist rolled towel is given too you, but napkins are not. At each table it’s not uncommon to find a whole box of tissues to use instead.

I do feel this is an excellent way to reach the target demographic and how they can refuse? A tissue is one of the most useful, multipurpose inventions ever created. Plus it’s free so how can someone resist?