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06Build familiarity

Michelin Man

Nihon Michelin Tire Co., Ltd.

  • Manufacturing
  • Advertising

YataLogic’s analysis

The key point of this case

Because the body is made from the product itself, seeing the character can readily bring people back to their memory of tires.

From official information

Officially documented uses

  • A body made of stacked tires.
  • Long-running advertising and digital animation.
See the official sources used ↓

Roles identified by YataLogic

The character’s job

  • A body made of stacked tires.
  • Long-running advertising and digital animation.

Application ideas from YataLogic

How could another business apply this?

Choose one physical feature from a product’s materials or manufacturing process. Document what should remain unchanged over time and what may adapt to the times.

Where is it used?

  • • A body made of stacked tires.
  • • Long-running advertising and digital animation.

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

02Be remembered

Michelin Man

Michelin

Manufacturing

YataLogic’s analysisA body of stacked tires communicates the product material; the silhouette indicates the category.

  • Other
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06Build familiarity

Delimaru.

Mitsubishi Motors Corporation

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YataLogic’s analysisBecause the vehicle and character share a facial expression and personality, attachment to the owned vehicle may connect with familiarity toward the character.

  • Web
  • SNS
  • Advertising
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06Build familiarity

Kakukaku Shikajika

Daihatsu Motor Co., Ltd.

Manufacturing

YataLogic’s analysisVisitors walk around, look inside vehicles and make discoveries, turning waiting time into a physical family experience. Souvenirs received after a discovery and calendars used at home become reminders of the visit.

  • Merchandise
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06Build familiarity

Pichon-kun

Daikin Industries, Ltd.

Manufacturing

YataLogic’s analysisThe expression changes with the day’s weather and how it feels, making it easier to enter passersby’s daily memories. Adding an anniversary ritual to a fixture of the streetscape for 10 years makes it easier to recall as something that has shared the same place and time.

  • 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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