Japan Post Group Launches New Communication Strategy to Realize "JP Vision 2025+"
Japan Post Group launched a new group-wide communication initiative in July to support the realization of its mid-term management plan, "JP Vision 2025+," through public relations and promotional activities. The new communication will continue using the existing catchphrase, "Evolving Warmth." It will emphasize the evolution towards enabling customers to use the service "anytime, anywhere" without restrictions on time or location. This will be achieved by enhancing the convenience of digital services, including various apps, while maintaining the value of physical post offices as accessible, real-world locations for any consultation. It will also actively promote the products and services of each group company.
Japan Post has launched the first TV commercial for the new communication campaign. Featuring actress Shuri, it has begun airing nationwide. Shuri also voices the common icon for the new communication, "Chitchichi." With a fast-paced, singing-like narration, she introduces the evolution of the Japan Post Group. Beyond TV commercials, the campaign will be actively promoted through newspaper advertisements, owned media, and official SNS accounts.
The common icon "Chitchichi" for the new communication is designed in three colors symbolizing the Japan Post Group's core businesses: postal services, savings, and insurance. It will appear in communications as a narrator conveying the Group's evolving products and services. It functions as a "marker" delivering the message across media and the Japan Post Group, from advertisements to storefronts.
Ahead of the launch of this new communication initiative across the Japan Post Group, a press conference was held on Wednesday, June 26. At the conference, Hiroya Masuda, President and Representative Executive Officer of Japan Post, introduced the three pillars of the mid-term management plan "JP Vision 2025+": "Strengthening Profitability," "Improving EX (Employee Experience)," and "Improving UX (User Experience)." He also stated that the new communication initiative would be rolled out to achieve these goals.
Following Japan Post Holdings' TV commercial, Japan Post and Japan Post Insurance also unveiled new TV commercials under the umbrella of the Japan Post Group's new communication strategy. Japan Post's new TV commercial, airing from Monday, July 22, centers on the "Win Every Month with Yu-Pack!" campaign, where customers can win up to 10,000 points per draw for their favorite items, highlighting the benefits of Yu-Pack.
Kanpo Life Insurance has newly appointed actor Yuto Isomura to play the role of "Kanpo-san," a Kanpo Life sales representative. Through the character "Kanpo-san" portrayed by Isomura, the campaign aims to convey the message that Kanpo Life is "a trusted, approachable advisor for customers." The newly released visuals also feature the common icon "Chitchichi."
Through these new communications, Japan Post Group aims to refresh users' perceptions of post offices—perceptions that were difficult to reach precisely because post offices are such familiar institutions. Japan Post Group companies plan to roll out further communications initiatives in rapid succession.
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