CLIENT
KIOXIA Corporation
1. Ryohei Orihara - Senior Fellow - Digital Transformation Technology R&D Center
2. Atsushi Kunimatsu - Chief Specialist - SSD Engineering Department
3. Atsushi Nakajima - Specialist - Institute of Memory Technology Research Development, System Technology R&D Center
AGENCY
Wunderman Thompson Tokyo *Lead Agency
1. Daisuke Tsutsui - Account Director
2. Shinichi Niizeki - Creative Director
3. Tetsuya Mita - Senior Copywriter
4. Satoko Iida - Associate Creative Director
5. Hidemitsu Yokoi - Creative Business Producer
6. Mitsuru Sato - Planning Director
7. Asami Hirano - Strategist
SUMMARY
Toshiba Memory, the inventor of flash memory, relaunched as KIOXIA in 2019. To rebuild their B2B brand awareness, brand power (favorability and consideration), and brand image as an industry leader, we leveraged KIOXIA’s new mission of “uplifting the world with memory” and created the world’s first AI manga. In just one year, we were able to lift brand awareness 20% among semiconductor industry-related professionals and 15% among job-seeking university students, increase brand power, and surpass their largest competitor and market leader, Samsung, in “high-tech” and “reliable” brand image elements.
