Viral Marketing

We provide and execute innovative viral marketing ideas programs for Japan that help clients to accomplish the extraordinary at very competitive prices.

The principals of The Courage Group were responsible for directing and implementing the launch of ZIMA, one of the biggest hits in the Japanese alcoholic beverage market over the past decade.

The ZIMA campaign was designed around the “illusion of discovery.” Trend setters in key markets were targeted first, with a campaign that used only economical cable TV ads, word of mouth, and small special events. Ray Gordon was responsible for the production of all of the visual materials for the ZIMA campaign, including original photographs, composited “mysterious” photo images, a cable TV CM, calendars, posters, original point of sale items, and print ads.

Starting with targeted test marketing and slowly expanding into the mainstream, ZIMA became the third best selling imported alcoholic beverage in Japan within three years.

The “A Little Wild…” campaign soon reached a wide demographic, appealing to both men and women, young and old, sophisticated city dwellers as well as people living in small towns across Japan.