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Daikokuya Launches New TV Commercial and "Treasures Are at Home" Campaign
Daikokuya, a company specializing in buying and selling brand-name goods, began airing its first TV commercial for the brand in the Kanto region on February 11th, titled "Appraisal." They are also running a campaign where a high-value brand bag can be won through a lottery.
The company operates 26 buy-sell stores nationwide. Leveraging appraisal expertise cultivated over 70 years in the pawnbroking business since its founding, it handles approximately 310,000 brand items annually. To date, it has handled roughly 10 million items.
The commercial highlights the company's appraisal skills in determining the market value of brand-name goods.
Concurrently, the "Aim for a Total Appraisal Value of 100 Million Yen! Your Treasures Are at Home Campaign" (running until March 10) invites users to submit photos of their brand items via smartphone. The company's appraisers then assess their value and calculate the highest amount. If the total appraisal value exceeds 100 million yen, five participants will be randomly selected to win a brand bag worth 1 million yen (Daikokuya retail price).
The company also renewed its corporate logo, debuting it in this commercial.
It is based on the "pawn" mark from its founding business and the corporate color, Daikokuya Yellow. The intertwined square and circle symbol represent the connection between the company and its customers, the bond between customers and their possessions, and the flow of goods.
The campaign website also allows viewers to watch the commercial.
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