#Japan #Kumamoto #Kumamon #iRidge #Qoil

Exploring the Integrated Marketing Strategy of Kumamon!Pay

The recent launch of Kumamon!Pay, a local payment service initiated by Higo Bank, marks a significant step towards revitalizing Kumamoto's economy. The project, which effectively blends local financial resources and data to stimulate regional business, has enlisted the expertise of iRidge Co., Ltd. and its subsidiary Qoil to craft a robust marketing and communication strategy.

The Project Brief

Kumamon!Pay was conceptualized with an aim to promote sustainable economic growth by circulating payment data and funds within the Kumamoto prefecture. However, entering a competitive market saturated with mobile payment services posed a unique challenge. iRidge has vast experience, having integrated marketing tools into over 90 financial mobile applications, thus positioning itself as the ideal partner for aiding Kumamon!Pay's unique journey. The collaborative efforts between iRidge and Qoil offer seamless support from strategy development to promotional execution.

Supporting the Launch of Kumamon!Pay

The marketing journey began with a consultation aimed at defining the service's value proposition and understanding Higo Bank's strengths. Following a thorough analysis of potential business phases and future service launches, the team distanced itself from competing on functional value alone; instead, they highlighted the emotional connection offered by Kumamon!Pay. The tagline, "I love Kumamoto, therefore Kumamon!Pay," encapsulates this sentiment.

Transitioning from strategic design, the project involved creating impactful marketing materials, such as service websites, in-bus posters, station advertisements, flyers, and banners, enhancing Kumamon!Pay's visibility. Support extended into the app's development phase, including tests and marketing strategy designs to ensure effective communication through the app.

Highlighting Key Messaging Strategies

The communication strategy centered on transforming the client's established business plan into language that resonates with consumers. This collaborative effort involved in-depth discussions on the target audience, helping shape a conceptual framework tailored for the service that reflects the cultural nuances of the Kumamoto community. The crafted tagline serves as a guiding principle for all future promotional activities.

Using an approach that highlights the iconic "red cheeks of Kumamon," the creative visuals aim to evoke community pride among Kumamoto residents. A local team, including models, photographers, and stylists, ensured that the representation authentically expressed regional sentiment and engagement.

Comprehensive App Support

The marketing strategy was meticulously crafted, encompassing the establishment of a KPI tree and outlining user behavior touchpoints to facilitate a smooth transition from potential users to active ones. The introduction of push notifications through APPBOX, along with other communication strategies, fosters community interaction and engagement with the service.

Insights from Higo Bank

According to officials from Higo Bank, the initial concept of Kumamon!Pay was driven by clarity in purpose, emphasizing the need to circulate local financial resources while addressing diverse regional needs. The collaboration with iRidge's team enriched their understanding of local characteristics and facilitated the establishment of the service's core concept based on the tagline.

As the project advances, Higo Bank aims to harness APPBOX for enhanced user communication, striving for broader community acceptance of Kumamon!Pay.

Conclusion

The collaborative efforts between iRidge and Qoil illustrate how integrated marketing strategies can influence local projects, ultimately showcasing the potential of brand partnerships in revitalizing regional economies. Through apps like Kumamon!Pay, technology and regional pride come together to forge a brighter future for Kumamoto, transforming community affection for the region into tangible economic growth.