Softbrain Launches Innovative Marketing Campaign Using Digital Signage in Tokyo's Office Buildings

Softbrain's Innovative Marketing Approach

Softbrain Inc. is making waves with a new marketing initiative that leverages cutting-edge digital signage to introduce its CRM/SFA system, esm, to the bustling business community in Tokyo. Starting from July 7, 2025, the company will roll out a series of eye-catching 30-second commercials across the digital media network in office building smoking areas known as "THE SMOKING ROOM VISION BREAK".

The Vision Behind the Campaign

The company, whose headquarters are situated in Chuo-ku, Tokyo, aims to expand awareness of its flagship product, esm, as part of its mid-term management plan established in 2024. This plan highlights the importance of strengthening customer touchpoints, promoting the key message that "the battle is won at customer contact". Softbrain has prioritized the enhancement and expansion of its product offerings, which include a fully renewed version of esm, a CRM for after-sales support, a marketing automation tool, and other innovative solutions designed to boost corporate efficiency and productivity.

The target of the campaign is to create effective information touchpoints for decision-makers operating on the business front lines. By utilizing the BREAK advertising platform, Softbrain seeks not only to enhance recognition among previously unaware prospective customers but also to re-engage and deepen the understanding of its existing clientele.

Why BREAK?

The choice to advertise through BREAK is strategic; this digital signage platform is set up in smoking areas across 391 locations with a staggering 490 screens, ensuring a monthly reach of over 5 million viewers. With an average dwell time of six minutes, the BREAK platform offers remarkable visibility and the potential for message retention.

Due to its relevance in the B2B space and its location in densely populated office buildings that host a diverse range of companies, the campaign is expected to effectively convey the value of Softbrain's SaaS solutions for businesses.

A Closer Look at the Commercial

The commercial itself presents a dynamic relay race format, contrasting two teams: one company that has adopted esm and another that has not. By showcasing how the team using customer data achieves faster, more accurate responses, viewers see firsthand how esm enhances the quality and speed of sales activities, ultimately leading to victory in the business race. The narrative is constructed to resonate with business professionals, emphasizing real-world perspectives.

Cast Members

Team A

- Marketing: Tsukasa Iijima
- Sales: Tomo Kankaki
- After Support: Nozomi Aihara

Team B

- Marketing: Kei Nakagawa
- Sales: Yohei Ouka
- After Support: Yuka Matsumoto

MC: Shunsuke Kitahara
Customer: Koji Kurosawa

Production Team

- Creative Director/Planner: Ryo Hirao (KMCgroup)
- Producer: Kenji Iwasaki (KMCgroup)
- Production Manager: Masakazu Tanaka (Fieldcaster)
- Director: Joji Kojima (Fieldcaster)
- Assistant Director: Hibari Sakai (Fieldcaster)
- Stylist: TAKURO
- Hair/Makeup: Nao Ikeda

Understanding esm

Softbrain first launched its CRM/SFA solution in August 1999, marking the beginning of a journey to revolutionize customer-facing operations in marketing, sales, and after-sales services. Core to its offerings is the highly functional esm, which, together with tools for marketing automation and after-service management, helps businesses enhance their operational efficiency. With over 5,500 implementations across various industries and sectors, Softbrain's services emphasize productivity and customer success, boasting a remarkable retention rate of 95%.

For further details on esm, visit their official website at Softbrain.

About Softbrain Inc.

- Company Name: Softbrain Inc.
- Location: 6-18-2 Ginza, 11th Floor, Nomura Real Estate Ginza Building, Chuo-ku, Tokyo
- Representative: Hirofumi Toyoda, President
- Established: June 17, 1992
- Business Summary: Development and provision of cloud applications/platforms for customer-facing operations
- Website: Softbrain Corporation