YKK’s products are ubiquitous and billions of people use them everyday without r...
YKK’s products are ubiquitous and billions of people use them everyday without realising the scale of the company’s operations or the depth of its socially minded culture.
Proud of its people and passionate about its products, it has developed a digital marketing campaign to engage with new audiences and build new relationships for the years ahead.The new digital marketing campaign is designed to help YKK step out of the shadows and interact more directly with many of the young people who use its zippers.
The films also show the children’s machine making an automatic zipper. Instead of a person pulling a slider along a zipper to close the fastening, the slider moves under its own power. It might look futuristic, but YKK is currently developing an automatic zipper that can be controlled remotely using an app.
The company’s philosophy is based on that of its founder – Tadao Yoshida – who believed that businesses are important members of society and would only survive if they shared the benefits they created, thereby demonstrating their value to society. For example, one viewer said: “I just noticed all the zippers I have are made by YKK. How didn’t I realise that earlier…”
It is exceptionally difficult to elicit and capture such a broad range of responses from an audience and to create so many avenues to explore for future engagement.
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