The Japanese ad blitz that kicked off for the Apple Pay New Life campaign is shaping up as something unprecedented for Apple in Japan. The closest thing in scope, frequency and reach is the famous iPod dancing silhouette campaign at its pre-iPhone peak.
This is much bigger. Think of iPod ad intensity with ten more companies each contributing their own iPod ads. Since the October 29 Apple Pay Japan kickoff, ads have wrapped Yamanote trains, plastered train stations and escalators and that was just for JR East’s Suica Apple Pay.
Now we have Apple Pay ads from Docomo iD, JCB QUICPay, ORICO, Mitsui Sumitomo, Saison/UC, View and of course Suica. Lots more Suica Apple Pay advertising than ever: more wrapped trains, station posters, ticket gate stickers and six ads featuring hot actor Ryuhei Matsuda (son of Black Rain’s Yusaku Matsuda) using Suica Apple Pay on Apple Watch, looking at the camera saying “Let’s Go!” These ads loop endlessly on the Yamanote line train info-screens.
The JR East Suica Apple Pay ads in particular feature Apple Watch Series 2 in action and are enormously effective in a way that Apple’s own Apple Watch ads are not. The Apple Pay ‘ka-ching’ sound going through the ticket gate is the one single killer feature everybody gets instantly. It’s the perfect pitch to Tokyo commuters on the go.
Enjoy the ad gallery.