06Build familiarity

Delimaru.

Mitsubishi Motors Corporation

Manufacturing
Web
SNS
Advertising
Merchandise

YataLogic’s analysis

The key point of this case

Because the vehicle and character share a facial expression and personality, attachment to the owned vehicle may connect with familiarity toward the character.

From official information

Officially documented uses

Naming invitation and announcement of results
TV commercials, model website and LINE stickers

See the official sources used ↓

Roles identified by YataLogic

The character’s job

Naming invitation and announcement of results
TV commercials, model website and LINE stickers

Application ideas from YataLogic

How could another business apply this?

When delivering a high-involvement purchase, combine a certificate, choice of souvenir and photo opportunity featuring a character with the product’s personality. Clearly state whether this is for all purchasers or a limited period.

Where is it used?

Naming invitation and announcement of results
TV commercials, model website and LINE stickers

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

View the official page (opens in a new tab)www.mitsubishi-motors.com

Other roles of the same character

01Get noticed

Delimaru.

Mitsubishi Motors

Delica Mini

Manufacturing

YataLogic’s analysisBelongings, local connections and experiences expose people to the car model’s name even outside purchase consideration.

SNS
Advertising
Events

Explore the case

Related cases

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

Explore the case

06Build familiarity

Michelin Man

Nihon Michelin Tire Co., Ltd.

Manufacturing

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

Advertising

Explore the case

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 questions Does 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.

Visit the YataLogic website

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