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06Build familiarity

Kuroko-kun

NGK Corporation (formerly NGK Insulators, Ltd.)

  • Manufacturing
  • Advertising

YataLogic’s analysis

The key point of this case

Connect the role of supporting from behind the scenes with the often invisible work of business-to-business technology.

From official information

Officially documented uses

  • Defined as a small companion to employees.
  • Advertising and mascot updates continuing since 1995.
See the official sources used ↓

Roles identified by YataLogic

The character’s job

  • Defined as a small companion to employees.
  • Advertising and mascot updates continuing since 1995.

Application ideas from YataLogic

How could another business apply this?

In manufacturing, express behind-the-scenes support through a character’s appearance, job title and actions. Make it a guide both employees and customers can use.

Where is it used?

  • • Defined as a small companion to employees.
  • • Advertising and mascot updates continuing since 1995.

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

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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.

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Kakukaku Shikajika

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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.

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Michelin Man

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

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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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