The 12th Japan Marketing Awards Grand Prize: "Marketing Activities for the Success of Rugby World Cup 2019 Japan"

The Japan Marketing Association (JMA) announced the 12th Japan Marketing Awards on June 19 (Selection Committee Chair: Junichi Abe, Managing Director and Advertising Bureau Chief, Yomiuri Shimbun Tokyo Headquarters).
The awards, first held in 2009, aim to encourage activities that contribute to improving consumer lives and revitalizing the economy and society by actively promoting the development of new marketing and communication methods and business models within organizations such as companies, local governments, and associations, even in a challenging economic environment. They also seek to enhance the prestige of marketing.
This year, the 12th edition, saw numerous entries featuring creative projects designed to drive growth amid Japan's maturing market. From a total of 137 recommended projects, one Grand Prix, one Runner-up Grand Prix, four Encouragement Awards, and three Regional Awards were selected.
 

● Japan Marketing Grand Prix (Prize: ¥300,000)
"Marketing Activities for the Success of Rugby World Cup 2019 Japan (Japan Rugby Football Union / Rugby World Cup 2019 Japan Organizing Committee)".

Reason for Selection: Rugby World Cup 2019 Japan was the first Rugby World Cup held in Asia and is positioned as a tournament that expanded rugby's horizons. Aiming to elevate rugby—previously less popular than baseball or soccer—into a true major sport, the campaign implemented communications to boost interest not only in the tournament itself but also in the sport. Simultaneously, it expanded the "casual fan" base—including young people and women previously unfamiliar with rugby—through social media, magazine collaborations, and character merchandise development. Continuous information dissemination from the preparation period through the event and post-closure successfully created moments of inspiration. This led to packed stadiums, high TV ratings, and sparked an unprecedented rugby boom across the Japanese archipelago.

● Japan Marketing Grand Prix Runner-up (Prize: ¥100,000)
"WORKMAN Plus Marketing (WORKMAN)"

Reason for Selection: WORKMAN sells workwear for craftsmen under the concept of "setting new standards for function and price." Leveraging the technical expertise and operational capabilities cultivated through this business, it launched "WORKMAN Plus" in September 2018, a new business format offering "low-priced yet functional" outdoor wear.
Its marketing approach created a new customer segment: "WORKMAN Girls" – women wearing workwear brands. It also boosted sales by presenting the same WORKMAN products in novel ways through creative displays (mannequins, lighting, arrangement methods) and events like the "Extreme Fashion Show." This approach created a new market segment within the sports and outdoor market, previously dominated by established brands.
For details, visit the award website ( https://www.jma2-jp.org/home/news/676-taisho12).