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06Build familiarity

Poinco older brother / Poinco younger brother (Poinco Brothers)

NTT DOCOMO, Inc.

  • Media & telecommunications
  • SNS
  • Merchandise

YataLogic’s analysis

The key point of this case

The points system is remembered through exchanges between brothers with different personalities, beyond numbers alone. Stickers let users bring their words into everyday conversation.

From official information

Officially documented uses

Built around the brothers’ exchanges, with d POINT guidance, LINE stickers, d CARD designs, photo sessions and a retrospective for the tenth anniversary.

See the official sources used ↓

Roles identified by YataLogic

The character’s job

Built around the brothers’ exchanges, with d POINT guidance, LINE stickers, d CARD designs, photo sessions and a retrospective for the tenth anniversary.

Application ideas from YataLogic

How could another business apply this?

When explaining an impersonal system, use two characters with different roles and personalities to share guidance, questions, mistakes and praise through dialogue.

Where is it used?

Built around the brothers’ exchanges, with d POINT guidance, LINE stickers, d CARD designs, photo sessions and a retrospective for the tenth anniversary.

What could you measure?

These are example measures for your own application, not reported performance figures from the featured company.

  • Familiarity
  • Trust
  • Intention to engage again
  • Intention to share
  • Intention to recommend

Sources

Other roles of the same character

01Get noticed

Poinco Brothers

NTT DOCOMO

d POINT / d Payment / d CARD

Media & telecommunications

YataLogic’s analysisReaches non-subscribers through shopping, conversation and spectating outside mobile-service advertising.

  • Apps
  • SNS
  • Merchandise
Explore the case

02Be remembered

Poinco Brothers

NTT DOCOMO

Media & telecommunications

YataLogic’s analysisConnect multiple services through the same family story and repeat the company name.

  • Advertising
Explore the case

Related cases

06Build familiarity

Gachapin and Mukku

Fuji Television

Media & telecommunications

YataLogic’s analysisMemories formed through children’s programs can be revisited in adulthood through clothing, exhibitions and events.

  • SNS
  • Events
Explore the case

06Build familiarity

Domo-kun

NHK / NHK Enterprises

Media & telecommunications

YataLogic’s analysisEven for public information requiring accuracy, adding activities people do together can help connect it with personal memories of the community.

  • Products & packaging
  • Events
Explore the case

06Build familiarity

Shirato Family Father

SoftBank Corp.

Media & telecommunications

YataLogic’s analysisRather than resetting the premise with each advertisement, family relationships and past events carry into subsequent communications.

  • Other
Explore the case

Consider your own business

What job could a character do for your business?

Found a relevant example? Identify your current challenge and the job you would like a character to do.

Explore a character’s role in 8 questionsDoes your company need a character in the first place?

Apply these ideas to your business

Together, we consider the character’s job based on your business, customers and use situations.

Talk to YataLogic

These cases do not prove effects caused by a character alone. Officially documented uses are presented separately from YataLogic’s analysis of their roles.

Names and trademarks belong to their respective owners. YataLogic has organized these applications from public information; inclusion does not imply a partnership or endorsement by any featured company or organization. Linked originals may be in Japanese or another language.

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