A Contrarian Strategy for an Educational Toy Website: Depicting a Crossroads to the Future
A website production case study for the educational toy brand "E-TOO." To overcome the disadvantage of being a late market entrant, we analyzed the stereotypical expressions of major companies and developed a unique branding strategy that deliberately visualizes "the future form of children."
Case Summary
Customer Name
To ADC
Project Details
Website creation
Purpose
Brand site
Situation
Brand launch
Production period
4 months
Flow of cases
STEP
01 Task
Customer's challenge
The wall of "late entry" into the fiercely competitive toy market
"E-TOO," a new educational toy brand that has just launched. While the products are highly reliable, developed in collaboration with experts, the brand faced a significant disadvantage in terms of recognition. The market is already dominated by major manufacturers, and simply entering the market would cause the brand to be overlooked.
02 LH Method Strategy Development
Organize current status and challenges (Organize current status and challenges, and commit to realizing the vision)
"Future Switch" that overturns competitors' stereotypes
When researching competitors, we found that many companies use similar words like "kindness" and "safety," along with cheerful color schemes and cliché expressions of "cute children and gentle mothers." Therefore, we conceived the concept of "Future Switch," likening this business to a mysterious switch that will have a strong impact on the future. We found a way to approach the target audience from a "reverse perspective," rather than competing on the same playing field as other companies.
03 LH Solution Implementation Support
Solve the problem (Solve the problem with LH solution)
A website that shows your "future adult self" rather than your present self
Based on the derived strategy, we proposed a mechanism for the website's key visuals to display not only the current appearance of children but also multiple "future adult appearances." Copy was added to suggest that each moment of a child's growth is a turning point for their future, creating a design that would resonate with the target audience of mothers. Once the direction was set, we produced everything from the selection of child models to the studio shoot, ensuring a consistent expression of the world view.
04 LH Solution Execution Support
Continue to commit to achieving the vision (responding to changes in circumstances)
Maintaining a consistent worldview and continuous brand development centered on the web
After launching, we will support the operation of the website to ensure it functions correctly as the brand's face, centered around the world of "Mirai Switch" that we built. By going beyond a mere toy introduction site and continuing to communicate the trustworthiness of products created with educational experts and a sharp individuality that sets us apart from competitors, we are continuously supporting the establishment of a solid brand position, despite being a latecomer.
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