Ride the Penguin: character marketing
When Japan Rail East introduced its contact less IC card called “Suica” in 2003, a small cartoon penguin became the main endorser of the product. The main idea behind this was to give the new technology a more warmer feel and maybe also to make user less worried about the fact, that their travel and even shopping behavior can be monitored every time they use the card. (The Suica card can serve as a replacement for a commuter ticket and can also be used as a payment card for normal train rides and for purchases done at shops close to train stations)
Designed by a Japanese writer and artist, the little fellow turned into a well known character over the years. Be it in TV spots, on posters, stickers or even as an inflatable puppet, it is very hard to avoid Mr. Penguin when traveling with JR East in the Tokyo region.
Starting from the end of 2005 a whole range of paraphernalia can be found in shops: Limited edition color prints, picture books, puppets, posters and even special designed plates and dishes.
Another wonderful example of how powerful characters in the Japanese market are for driving brands and services.
