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06Build familiarity

Suica Penguin

East Japan Railway Company

  • Transport & logistics
  • Transport & outdoor media

YataLogic’s analysis

The key point of this case

Natural daily contact during commuting is combined with collecting images by using stations, owning calendars and products, and looking back at earlier designs.

From official information

Officially documented uses

  • Frequent daily touchpoints through IC cards and ticket gates
  • An initiative connecting travel with collecting station-specific images
See the official sources used ↓

Roles identified by YataLogic

The character’s job

  • Frequent daily touchpoints through IC cards and ticket gates
  • An initiative connecting travel with collecting station-specific images

Application ideas from YataLogic

How could another business apply this?

For frequently used services, place the character where people naturally encounter it while using a function, then let them look back on a record of time spent together.

Where is it used?

  • Frequent daily touchpoints through IC cards and ticket gates
  • An initiative connecting travel with collecting station-specific images

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

Suica Penguin

JR East

Suica

Transport & logistics

YataLogic’s analysisRetail locations and belongings outside the daily commute become new places of exposure.

  • Transport & outdoor media
  • Merchandise
Explore the case

05Make it easier to continue

Suica Penguin

East Japan Railway Company (JR East)

Suica

Retail & e-commerce

YataLogic’s analysisRetain stored-value balances, usage history and Mobile Suica accounts.

  • Transport & outdoor media
Explore the case

Related cases

06Build familiarity

Ico-chan the Platypus

West Japan Railway Company

Transport & logistics

YataLogic’s analysisRepeated use of a transit card is complemented by an annual birthday celebration, anniversary events, collectibles and photo experiences.

  • Other
Explore the case

06Build familiarity

Bear Do

AIRDO Co., Ltd.

Transport & logistics

YataLogic’s analysisTouchpoints form a sequence: meet the character while traveling, take a photo, obtain travel items, and keep using them after returning home.

  • Other
Explore the case

06Build familiarity

Mocoron

Odakyu Electric Railway Co., Ltd.

Transport & logistics

YataLogic’s analysisUsers move, search, meet the character, make things and take finished items home themselves, making physical actions and character encounters easier to remember as one experience.

  • Transport & outdoor media
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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