Mall Scape®MediaMall Scape®Media
日常生活の中心にある日常生活の中心にある
消費者とのコミュニケーションチャネル消費者とのコミュニケーションチャネル
Los Angeles +1 310.734.6800 | Bangkok +66 (0)2669-0561
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Mall-Scape® Media
Mall-scape Media is poster style media
specialized in Japans biggest supermarket chain
“AEON group” and “Ito-yokado”
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Nation wide 154 malls
（Dec.9.2008）
Hokkaido region 7malls
Tohoku area 10malls
Tokyo area 60malls
Central Japan 32malls
Osaka area 21malls
Chu-goku area 7malls
Shikoku area 3malls
Kyu-shu area 11malls
Okinawa 3 malls
Mall-scape®
See the shop list for the details.
Point 1. Can reach up to 40 million people (in 2 weeks!!!)
Specialized in big scale malls operated by AEON and Ito-Yokado.
The coverage is equal to newspapers. Can be called MASS MEDIA.
Point 3. Increase brand awareness,AKA: “Brand Building”
Mall-Scape®
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The media in the shopping space has large impact.
Point 2. Media located in shopping areas make hugeimpressions upon shoppers.
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Location
Can expect “frequency effect.”
(shoppers visit several times a week)
Located at spaces where people gather.
( Parking areas, Parking area for bicycles,Entrance, Aisle,Next to escalator.)
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Information
The terms : 2 weeks.
The term Includes 2 weekends
So you can reach to targets absolutely.
Limited to 2 companies / mall.
Therefore the impact is great.
The number of posters are 5-20.
Mall-jack is possible buying 2 spaces.
The user of media is limited to 2companies per mall.
Start on Friday
※Refer to the shop list.
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Mall-scape® Characteristics
Scrolling panels
This scrolling panel attracts attention evenin the crowded areas.
Two kinds of poster appear one after theother.
Panels inside shops or underground parkingareas are lighted up all the time.
Outside panels are illuminated after sunset.
Illuminated Panels
Scrolling movement attractsshoppers’ attention.
Visible in the dark
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Effective contact with shoppers
Contact with families
Families visit these shopping malls. Familieslook at the panel together and people canstart talking about the advertisement. Thisconversation leads shoppers to purchase thegoods if the supply is nearby…
Media arouses conversation
Effective for durable goods such asvehicles or electrical appliances and foodstuffs whose purchase need consultationamong family.
Also effective to commodity goods.
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The effect of Media-mix with TVCM
Mall-scape®
While TV CM can heighten recognition of the goods at home, once peoplego out, they tend to forget about the advertisement.
To lead people to purchase the goods reminding the TV CM, theadvertisement using Mall-Scape in the shop is more successful.
Has the Mall-Scape reminded you of TV CM？
Does Mall-scape make you feel like buying the goods
more than the TV CM does?
yes
no
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POS data analysis
＋２８％（122/95)
＋５２％（108/71)
Personal care
House care
＋65％（163/99)
＋77％（179/101)
pharmaceutical
＋30％（113/87)
＋33％（118/89)
＋36％（168/124)
＋37％（166/121)
alchol
＋64％（263/160)
＋37％（190/139)
Frozen food
＋24％（508/410)
＋72％（461/267)
Processed food
The growth of sales
(before and after the campaign)
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Pos data analysis-2
TV広告の残存効果を一週あたり80％と想定、その週間GRPをアドストック（紫色）としてセールス・インデックスと比較。
どちらの店舗も広告アドストックに沿ったセールスとなっている。
しかしながら広告掲出店舗売上と広告非掲出店舗売上を比較すると広告掲出期での売上げに大きな乖離がみられる（①）。
その後両者の差は徐々に縮まって行ったが、掲出終了後１１-１２週間後に
次のTV広告が開始されると、再び売上げ差が開いた（②）ことがわかる。
①
②
The effect of Mall-scape media is confirmed to last for 14 weeks.
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Changed to 4 networks
■Presently there are 2 networks.(A,B)
→4 networks（A,B,C,D) from 2009
■The number of shops/network decreased in half.
■2 networks(A&B or C&D) needs to be bought to cover all malls.2 networks are recommended because of the reasonable unit priceand broad coverage.
※ price/unit(using 1 network)：¥30,000、price/unit(using 2 networks)：¥28,500
■There are only 2 clients at the same time in a mall. This pointand the number of panels wont be changed.
※see the shop list for the details.
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Change to 4 networks-2
■Requests for “specific region” or “specific mall,”
Please ask us.
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Promotion cases
The effect of the collaborative promotion is unique
Scent promotion
sampling
Sound
Display
vehicles
Special display
These cases might be possible on negotiation with malls.
