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JCB launches #BetterWithOmotenashi campaign to drive brand awareness across Europe

11 Comments

JCB International Co Ltd, the international operations subsidiary of JCB Co Ltd, has launched a new European-focused brand marketing campaign, dubbed #BetterWithOmotenashi. The eye-catching campaign visuals highlight the company's distinct proposition, Japanese heritage, and its focus on being a valuable service-led brand, dedicated to providing customer excellence.

Developed in collaboration with the global B2B marketing and branding specialist agency, Transmission, the new campaign showcases unique themes and striking illustrations. These are tied to JCB's expertise and brand values, and mark the start of a refreshed and transformed brand identity for the payments giant across Europe.

As a prestigious payments brand in Japan and across Asia, JCB is focusing its efforts on increasing international brand awareness amongst its key target audience, including acquirers and merchant partners across the European region. Launching across key regions, including the UK, Germany and France, the campaign emphasises the Japanese principle of omotenashi, JCB's business ethos of placing importance on the highest standards of hospitality, care, support and understanding. Through these principles, which are at the heart of JCB's approach to partnerships, the company hopes to build a refreshing and unique way of doing business in Europe.

An initial brand audit and benchmarking process found that JCB Europe had strong brand equity in the following four areas:

  • Asian cardmember insights and specialism

  • Bringing a valuable customer base to acquirer and merchant partners

  • Collaborative customer-centric partnerships based on trust and reliability

  • A strong commitment and dedication to Japanese business principles

Building on these research insights, the #BetterWithOmotenashi campaign positions JCB as a global payments brand, with a valuable cardmember community, combined with the company's intrinsic business focus of its omotenashi principles.

To bring the campaign to life and differentiate it from the photography-led campaigns of other payments brands, JCB and Transmission partnered with renowned British illustrator and artist, Brian Grimwood, to develop bespoke illustrations, invoking the brand's heritage and focus on service through care and understanding.

Following a successful test phase in Q4 2022 across social media and programmatic advertising, JCB is now launching the full rollout of the campaign across online business, financial and payments industry media.

Ray Shinzawa, managing director, JCB International (Europe) Ltd, said: "JCB offers a truly distinctive proposition for our partners across Europe to tap into Asian consumer spend and build their business, differentiating ourselves through a 60+ year track record of reliability and expertise, combined with our unique focus on Japanese principle of omotenashi. Through this campaign, we are showing our prospective audience how JCB delivers the highest standards of customer care, support and protection, providing seamless, trusted payment experiences to our partners and Cardmembers alike."

Victoria Perea-Usher, vice president, Marketing Communications, JCB International (Europe) Ltd, said: "We are increasing our marketing efforts across Europe, and have a razor-sharp mandate on building a more valuable brand for our business partners. This transformational commitment for a refreshed brand identity starts with #BetterWithOmotenashi. We want our audience to internalise JCB's core values and remind themselves that we will continue to build on our mission, one trusted partnership at a time. In fact, our new brand campaign was curated and created with, and for, our business partners across Europe."

© JCN Newswire

©2024 GPlusMedia Inc.

11 Comments
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If I were a Japanese financial services company, the last thing I would do is brag about my "Japanese heritage." LOL.

-8 ( +5 / -13 )

JCB International Co Ltd, the international operations subsidiary of JCB Co Ltd, has launched a new European-focused brand marketing campaign, dubbed #BetterWithOmotenashi.

I am surprised the brand image of "omotenashi" has not been burnt to the ground by the Tokyo Olympics fiasco.

-9 ( +7 / -16 )

The eye-catching campaign visuals highlight the company's distinct proposition, Japanese heritage, and its focus on being a valuable service-led brand, dedicated to providing customer excellence.

seems to me there is absolutely nothing Japanese about that graphic.

1 ( +2 / -1 )

Getting a Japanese credit card as a foreigner was extremely difficult but seems to be easier these days.

Still, after several wasted applications here, I eventually gave up and now make do with my foreign cards

0 ( +5 / -5 )

April Fool's Day seems to have arrived three months early.

-3 ( +5 / -8 )

No wonder why Japan is declining. Even during the bubble era, Japan's financial industry can't still scratch the Western one. After the bubble collapse, Japan is just going down from there, and China/South Korea/Singapore whooped Japan very hard. Soon, it will be India and the rest of SEA to whoop Japan.

-14 ( +2 / -16 )

My reading comprehension is usually pretty good, but I'm struggling with this.

It reads like dense marketing mumbo-jumbo and not a news media article intended to inform the general reader.

1 ( +1 / -0 )

JCB is famous in Europe as a manufacturer of heavy machinery - diggers and the like.

The hash tag may be a bit long too.

Due diligence, folks.

0 ( +1 / -1 )

As GBR48 commented JCB is a digger manufacturer in Europe in fact the term JCB is used for any type of digger like Hoover is used for any type of vacuum cleaner. That I see as problem no 1

0 ( +0 / -0 )

Problem number 2 the catch phrase is way too long and westerners need to work at pronunciation of the last part. Problem number 3, after reading the article which is full of typical corporate self promoting rah-rah I still have no clue what they are trying to sell to who which after all must surely be the ultimate goal of any 'brand-raising' campaign. Finally the article goes on about the eye catching graphics by a well known English designer but doesn't shos anything. Which is a little odd to say the least.

0 ( +0 / -0 )

Ah, I see going back to the article that a graphic has been inserted so scrap the last comment

0 ( +0 / -0 )

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