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02Be remembered

Ico-chan the Platypus

JR West / ICOCA

  • Transport & logistics
  • Transport & outdoor media

YataLogic’s analysis

The key point of this case

Create repeated encounters through everyday travel and payment, making service use itself a recurring touchpoint.

From official information

Officially documented uses

Used in guidance on payments within stations and Mobile ICOCA.

See the official sources used ↓

Roles identified by YataLogic

The character’s job

Repeatedly connect the character with the brand name, value offered and situations in which it is needed.

Application ideas from YataLogic

How could another business apply this?

Create repeated encounters through everyday travel and payment, making service use itself a recurring touchpoint.

Where is it used?

Used in guidance on payments within stations and Mobile ICOCA.

What could you measure?

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

  • Delayed brand recall
  • Correct brand attribution
  • Recall of product/service features
  • Recall of use situations

Sources

Source checked: 2026-09-08

Other roles of the same character

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

01Get noticed

Ico-chan the Platypus

JR West

ICOCA

Transport & logistics

YataLogic’s analysisReach confectionery, souvenir and character fans beyond the railway audience.

  • Products & packaging
  • Transport & outdoor media
  • Merchandise

Check the situation at the time of publication

Explore the case

Related cases

02Be remembered

PASMO Robot

PASMO

Transport & logistics

YataLogic’s analysisRepeat the character on cards, smartphones and travel classes as a shared marker for transport use.

  • Events

Includes historical examples

Explore the case

02Be remembered

Colonel Sanders

KFC

Food & dining

YataLogic’s analysisKeep the figure together with the product and storefront, presenting them together through purchase.

  • Web
  • Stores
Explore the case

02Be remembered

Okaimono Panda

Rakuten

Retail & e-commerce

YataLogic’s analysisCarries the same character across shopping and payment touchpoints, repeating the Rakuten name.

  • Web
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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