Japanese Company Started Renting Armpit Space For Ads
This Japanese company started renting armpit space for ads and the Internet (and people) went nuts about the idea. Seriously, wouldn’t you? But after a few seconds you realize that this is happening in Japan and information starts to sink in accordingly.
Everybody takes public transport in Japan, and during rush hour, armpit space is the only thing to look at on a crowded train. This is why this company wants to employ young models to rent their armpit space for different types of ads.
Wakino Ad Company (“Waki” is Japanese for “armpit”) is not quite sure how their armpit sticker ads will catch on, but being a relatively new company, they’re not afraid to take a few risks.
Japan has witnessed body part advertisement before, when young women were seen wearing stickers on their thighs back in 2013. More than 3,000 women had registered for body sticker ads, meaning that there’s certainly a demand for this type of work.
“I think it’s a great idea if you’re the first brand to do it,” says Ted Wright, founder of Atlanta-based word of mouth marketing firm Fizz. “People won’t care when you’re the third to do it, though.”
Armpit space rent prices start at about 10,000 Japanese Yen (around $90 per hour).
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“You have to train people to talk about your product for this to work well,” said Ted Wright. “All marketing should be interesting, relevant, authentic and driving conversation. Nobody has seen an armpit ad before, and it will likely make people stop and ask questions.”
“(New York state governor candidate) Cynthia Nixon should do this,” he continued. “There could be hundreds of Cynthia Nixon conversations per hour on the subway, and she’s definitely worth talking about.”