Yanmar
Coordinated Global Brand Activation, Digital Marketing, and Event Execution
btrax helped Yanmar elevate its brand at Anime Expo 2023 with innovative booth design, global marketing, an sold out panel, and original anime creation.
INDUSTRY
Industrial Equipment Manufacturer
TARGET MARKET
Global
DELIVERABLES
Project Planning & Proposal Experience Design Experience Planning Facilitation of Event Exhibits Creative Direction and Production Promotional Strategy Planning & Execution
Challenges
Establishing Yanmar’s presence and brand recognition at Anime Expo 2023, the largest anime event in North America.
Analyzing the trends and preferences of American anime fans and Expo visitors to tailor the marketing approach.
Coordinating all aspects of Yanmar’s participation, from booth design to promotional strategies.
Ensuring the anime project "Miru" gained significant attention and engagement both at the event and online.
Facilitating interactions with industry professionals and the broader anime community.
Our Approach
Developed a detailed plan covering all aspects of Yanmar’s participation at Anime Expo 2023, from the booth experience to online promotion.
Collaborated with artist YKBX to create key visuals and a concept video that effectively depicted the essence of the anime project.
Designed an engaging booth experience featuring a giant robot statue to attract visitors.
Distributed branded gifts and flyers, and linked the campaign to the anime’s social media accounts.
Organized and hosted a panel discussion featuring btrax CEO Brandon Hill and Yanmar’s CBO Akihiro Nagaya, along with a live drawing session by YKBX.
The panel was attended by over 200 visitors.
Proposed and organized parties for industry professionals to increase awareness of the anime project and foster industry connections.
Created an official landing page and social media accounts for real-time updates and ongoing engagement with anime fans worldwide.
Creative Planning
Planning and Execution of Key Visuals and Concept Video.
We planned and facilitated the creation of the key visuals and concept video for the Anime Expo 2023 exhibit. Working closely with the project team at Yanmar, we went through a process of trial and error to find the best way to depict what we wanted to express in the animation production through the visuals. The production was made with the help of artist YKBX.
Booth Activation
Exhibit planning, facilitation, and experience design for Anime Expo 2023
We proposed the installation of a giant robot statue at Anime Expo 2023. The statue attracted a lot of attention to our information booth. At the booth, we distributed branded gifts and flyers to visitors and also conducted a campaign linked to the official social media account of the anime. This allowed us to create a point of contact between visitors and the anime for future promotion.
Coordinated Global Brand Activation, Digital Marketing, and Event Execution
Organizing Panel Sessions
In addition to our booth, we hosted a panel discussion at Anime Expo 2023. At this discussion panel, btrax CEO Brandon Hill and Akihiro Nagaya, CBO of Yanmar, discussed the background of the production. In addition to this discussion, artist YKBX performed a live drawing. The panel discussion venue was packed with over 200 visitors and an air of excitement and anticipation for the future development of the animation.
Organization
Organized parties for industry professionals
Proposal to host an annual party for interested parties at AnimeExpo. It was an opportunity to let industry professionals know about the presence of animation and the enthusiasm for its production.
Online Promotion
Online promotion using SNS
To communicate in real-time with anime fans who were not in attendance at Anime Expo 2023, an official landing page and social media accounts were created for the original anime. We continued to provide the latest information about anime on an ongoing basis, which served as a foothold for expanding awareness and capturing the interest of anime fans in Japan and abroad.
Team
Project Planning, Facilitation, and Execution
Project Producer : Brandon K Hill (btrax)
Project Director : Takahito Iguchi (btrax)
Project Lead : Mitchy Kaneko (btrax)
Creative Director : Kouta Hikichi
Marketing Director : Yumi Higuchi
Account Manager / Project Manager : Mana Hashimoto (btrax)
Planner / Marketer : Aoi Omori (btrax)
Marketer : Ayaka Matsuda (btrax)
Planner / Designer : Hironori Aihara (btrax)
Designer : Jonathan Chen (btrax)
Designer : Jared Javier (btrax)
Designer : Mari Kimata (btrax)
Web Designer : Akari Utsumi (btrax)
Original Robot Design
Designer：Design Office, Branding Division, Yanmar Holdings Co., Ltd.
Concept Artist：yuuiguchi
Key Visuals
Art Director, Illustrator, Character Designer：YKBX
Concept Videos
Director：YKBX
Sound Designer：cubesato
Lobby Activations
Exhibit House : Pinnacle, Inc.
Lobby Activation Operator : Suzuka Ito (btrax)
Lobby Activation Operator : Salina Phon (btrax)
