A major component of Dentsu's sales promotion framework includes content such as films, characters and famous personalities. These types of content serve the function of eliciting interest and affinity with the brand they are associated with. Dentsu has been devoting a great deal of energy to the development of original content, as content-based promotions are an especially effective way to enhance preference for a brand and give consumers a feel for how it fits into their actual lifestyles.
In 2004, Dentsu developed Birthdayeve® based on the theme of the night before a birthday, and began using it for various sales promotions. Dentsu is also actively utilizing short films and sports events. |