Company Anthem Contest 2025 Opens! The Thoughts Gulliver Poured into the Record DM Supporting the Event

The "Company Song Contest," a platform for companies and organizations to experience their purpose, has generated much laughter and tears over the years. The application period has begun again this year.

NIKKEI Company Song Contest 2025 Official Website

Gulliver, which became a sponsor starting with the 2024 contest, developed original record-shaped DMs for both past and new applicant companies to help spread the contest's value. Dentsu Inc.'s Rumi Eguchi, producer of the Company Song Contest, spoke with Gulliver President Shinichi Nakajima and planning manager Daisuke Inoue about the thoughts behind the DMs.

 [NIKKEI Company Song Contest]
Hosted by Nikkei Inc. with special cooperation from JOYSOUND, this is the No. 1 corporate anthem video competition where you can experience the purpose of companies and organizations through entertainment. Twelve finalists were selected through online public voting and jury evaluations. The final rankings will be determined by presentations at a live event and video screenings. The contest defines "company songs" broadly to include not only official corporate anthems but also unofficial company tunes, cheering songs for shopping districts or business alliances, and theme songs for schools or local governments—any music embodying the spirit of those involved in economic activities.
 

 75 years in the printing business. Overcoming the paper decline crisis by "specializing in DM"

Eguchi: Thank you for having me today! First, could you briefly share Gulliver's company overview?

Nakajima: We are a direct mail (DM) specialist company. We provide a one-stop service capable of handling everything in-house, from planning and design to printing, processing, address printing, and mailing services. Founded in Yokohama as a stencil printing business, this year marks our 75th anniversary. Our company name, Gulliver, comes from stencil printing, commonly known as "Gari-ban" printing. We later evolved into a general printing company, but around 2000, we began handling DM printing. Since then, we rebranded as a DM specialist company, which continues to this day.

Eguchi: Seventy-five years is quite a history!

Nakajima: Thank you. As Japan's economy grew, printing demand surged dramatically. Between 1950 and around 1990, the market expanded from 100 billion yen to nearly 9 trillion yen. It grew so rapidly that anyone in the field could thrive. That's why so many printing companies emerged during that period.

Eguchi: I see.

Nakajima: But around 1992, the printing market started declining sharply. Today, it's about 4.5 trillion yen—roughly half of what it was. For us, flyers and catalog printing were our core business 10 to 20 years ago, but sales kept falling without any sign of stopping.

Eguchi: How did you transition to direct mail from there?

Nakajima: We had the machinery and the people. We experimented with how to effectively utilize our existing equipment and talent to shift into a different business model, and that's how we arrived at direct mail. Flyers, catalogs, and pamphlets are increasingly being replaced by the internet, right? In the printing industry, everyone has been saying for about 20 years, "Paper won't disappear." But no one answers the question, "Then what kind of paper won't disappear?"

So I thought about what kind of paper might survive. I figured if it had features the internet and IT couldn't replicate, it could endure. When I considered what those unique features might be, I realized it was the inherent appeal of physical media: the desire to open it, the interactive elements, the smooth or rough textures. I thought if we could create media with these qualities, paper would remain relevant.

Nakajima: Later, I had the chance to participate in a test marketing campaign alongside flyers from other companies for a major client. Our direct mail generated about eight times the response rate compared to the competition. The client's representative was genuinely surprised.

Eguchi: Eight times! That's incredible.

Nakajima: Back then, we printed the same name as the recipient's address on the return envelope's sender field, and the results were overwhelmingly better. That's what customers really wanted. I finally understood it wasn't just about creating DM; they wanted inquiries, they wanted results. From there, DM sales gradually grew, while general printing declined proportionally. Direct deals with major clients also increased, and now direct business makes up about 70% of our work.

Lately, we've been combining this with technology. For example, by including a QR code linked to the addressee's information on the DM, we can track when and who accessed which information. This helps clients strategize their next moves. Since we're entrusted with valuable budgets to execute DM campaigns, delivering advertising results is our mission.

Eguchi: I believe many industries are undergoing rapid transformation. Gulliver's approach of pivoting their business model while leveraging their core strengths and assets is truly instructive. Furthermore, they skillfully incorporate technology as a spice that enhances their existing strengths. Achieving this within the established printing industry while continuously growing their performance is truly remarkable.

Nakajima: Thank you. We will continue pursuing DM that delivers even greater results.

Eguchi: As a DM specialist, you've achieved significant results. Focusing on one thing to compete takes courage. Where does that mindset come from?

Nakajima: Sports. When I started competitive skiing in university, I focused on one discipline and broke through, placing second in the national qualifiers and competing in the National Sports Festival.

Eguchi: Starting in university and making it to the National Sports Festival is impressive! Focusing on key competitive points and pursuing them relentlessly leads to results. That mindset is what drove your decision to specialize in DM, right?

Nakajima: I agree. For a long time, the printing business was dominated by subcontractors and sub-subcontractors, which was frustrating at times. But having our own strengths builds confidence. Saying "We won't lose to anyone here!" energizes our employees too. Business is like sports: you think about how to keep winning. And that means we have to do what only we can do.

Shared Passion for Work and Event Concept

Eguchi: Could you tell us what led to sponsoring the company anthem contest?

Nakajima: It all came down to a proposal from Mr. Kohei Morimoto at your company (Dentsu Inc.). I sensed his sincere attitude, his character, and above all, his passion for his work. I knew he had launched this project, and given his long-standing focus on projects with small and medium-sized enterprises like ours, I wanted to support him if he was involved. Actually participating, I was moved by the incredible passion of the participating companies and felt I absolutely wanted to support them.

Eguchi: So the bond with Morimoto was the foundation. Our company proclaims that people are our greatest asset, so hearing such feedback is incredibly encouraging.

Nakajima: You just can't convey that without meeting and talking in person, right? I'm really glad to be involved in this way through my connection with Morimoto-san. Also, I watched past competitions. Even though everyone must be busy, they carve out time between work to create songs and videos, practice singing and dancing—approaching it with both playfulness and seriousness. That's precisely why the space created by such people generates such moving moments. We're a company that, through our DM business, continuously pursues solving problems rooted in the unique value, fun, and excitement only real media can offer. So, I couldn't help but resonate with the competition's concept.

Eguchi: Exactly. I don't think there's another event quite like this where people with such passion and drive gather, transcending company size and industry.

Nakajima: By focusing specifically on the "company anthem" content, it allows everyone to compete seriously on equal footing, regardless of size or industry. This process sparks change and new connections both inside and outside the company. I feel this also resonates deeply with our company's philosophy. And the appeal lies in the new encounters with such people that arise from the company anthem contest. In fact, our company has secured new DM orders through the contest, and we truly feel it provided an excellent opportunity.

Eguchi: I've been in charge of planning and running the company song contest since this year, and I was amazed to see how passionately executives and key personnel from global corporations to local SMEs and organizations participated. I believe company song videos are the most effective way to communicate a company's purpose. While we heard about Gulliver's DM order coming through the contest, this unique, positive atmosphere is also fostering new collaborations between participating companies and between companies and sponsors.

The desire to "make it even better" behind the creation of the record-style DM

Eguchi: This time, we asked Mr. Inoue from Gulliver to create a DM promoting re-entry for past contestants of the company song contest. Originally, the request was just to "change the wording of the DM we had made last year." But when Mr. Inoue said, "I've brought an idea!" and presented this record-shaped DM concept, I was truly moved. Within the limited timeframe, I could feel his sincere desire to make it better and get more companies to participate. What was your thinking behind this concept?

Inoue: Our company culture isn't about just doing what we're told. I thought, if we're going to do this, let's come up with a plan that could be more effective and make people happy. I was sure the contest organizers would just ask for a revision of last year's DM, so I planned this in about a week after the appointment was set. I heard they started focusing more on social media for the company song contest last year, so I wanted to create something that would make recipients want to take a photo and post it online.

Eguchi: I recall you had a prototype ready by the first meeting. You consult with the factory folks too, right? Like, "We want to try a prototype." What kind of reaction do you get from the factory team in those situations?

Inoue: The factory is very welcoming! Since the whole company is united in creating effective DMs, they kindly accommodate even last-minute requests. We're truly grateful.

Eguchi: That's wonderful teamwork. When you hold this record DM, it reflects light just like a real record. The texture feels like you're touching an actual disc, which really enhances the impact. It made me think, "Ah, so this is how they create effective DMs using these kinds of realistic, tactile elements you can only experience in person!" What did you think of this record DM, President Nakajima? Weren't you surprised?

Nakajima: Well, well... Honestly, I wish it had a bit more gritty texture (laughs).

Eguchi: President, you're tough! (laughs)

Inoue: When I showed it to Mr. Nakajima, he said, "Oh, this is pretty good!"

Eguchi: So he was just being modest (laughs). And the record itself is really stylish, isn't it?

Inoue: When I attended the last finals, there were many executives from an older age group. So, we played a sort of association game: "What music would resonate with that demographic?" That's how we arrived at the record. But I'd never actually seen a real record before (laughs).

Eguchi: Nowadays, you can listen to all kinds of music on smartphones or streaming services, right? We could have gone that route for the project, but I really felt the sense of style in deliberately choosing an analog record. When the DMs went out to the other sponsors, everyone was impressed and messaged us saying, "I thought it was a real record!"

Inoue: Thank you. I truly believe the company anthem contest is a wonderful event, so I'm delighted our DMs helped spread its value more widely.

Eguchi: Moreover, while we requested "DMs for companies that applied in the past," you proactively expanded the plan to include "DMs for companies applying this time" and proposed it independently. You concisely summarized how companies that put their hearts into creating company song videos can maximize the use of the company song contest platform, including social media strategies. We're incredibly grateful you proposed such thoughtful, detailed ideas that consider the recipient's perspective.

Company Song Contest 2025 is now accepting entries! "Work is the greatest drama."

Eguchi: For the Company Song Contest 2025, in addition to the overall NIKKEI Company Song Grand Prize awarded to the top team among all participants, three new category-specific Grand Prizes have been established.

• Large & Medium-Sized Companies Category
• Small & Medium Enterprises/Workplace Division
• Group Category

For details, please visit the official website! The official YouTube Grand Prize, which grows more exciting each year, continues. Videos that haven't advanced to the finals in the past can be entered again using the same video. There are examples of companies advancing to the finals by submitting the same video consecutively.

Inoue: It's evolved even further this year!

Eguchi: That's right! Finally, could you both share a message for companies considering entering the company anthem contest?

Inoue: Last year's finals were truly moving—some songs even brought tears to my eyes. I'm looking forward to encountering such company anthems again this year!

Nakajima: Like with direct mail, I believe projects that appeal to people's sensibilities won't succeed without a playful spirit. My personal motto is "Laughter brings good fortune," and I feel the company song contest embodies that. Seeing so many participants pour their passion into this beyond their day jobs, enjoying the process, is truly impressive. I have a feeling this could become an even bigger trend.

You don't see many events this pure in today's Japanese business world, do you? It's almost too pure! Seeing working adults seriously engage with such an event is truly heartwarming. I'm already looking forward to seeing the company song videos from all the participating companies. As one of the sponsors, I'll be cheering them on, even if it's just a small contribution!

Eguchi: Thank you for your passionate message! In our daily work, we rarely get the chance to think about our company from a broader perspective. Creating something within the limited time and words of a company anthem, and figuring out how to present it, is a fantastic opportunity. Above all, I believe this process can spark a renewed passion and enthusiasm for the company itself.

This time, we're running various ads with the tagline , "Work is the greatest drama. " True to this phrase, we want to collaborate with the organizer, Nikkei Inc., our special partner JOYSOUND, and all our other sponsors to cultivate content that lets people experience the heartwarming dramas unfolding daily in workplaces around the world. Thank you for today!

NIKKEI Company Song Contest 2025 is officially on! Details here

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