In my opinion, this is best viral campaign in Japan as CM of educational institute. This is CM of “Toshin High School”, it is most famous private-sector educational institutions. It is called “Yobiko” or “Jyuku” in Japan.
In Japan, most high school student who wish to go high or middle level university go to “Yobiko”. Of course, I had gone to “Yobiko” when I was high school student. And selecting “Yobiko” is most important for us in terms of whether pass or fail the exam.
Message of Toshin’s instructor for student taking an entrance exam in this CM was heartfelt and inspirational. Especially, instructor Hayashi, he was in charge of contemporary writings, his message “If not now, then when?” created a boom among not only student but also working people. So, brand image of “Toshin” was additionally accelerated by this CM.
In addition to be heartfelt and inspirational, I think it was important to be brief and memorable massages for success of this CM.
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