What is the charm of 'support advertisements' that Gen Z is addicted to?

'Support advertisements,' which are currently gathering enthusiastic support among Gen Z. These 'support advertisements,' a new type of 'oshikatsu' that started from Korean idol culture, have become a major trend in Japan.

While support advertisements are well-known among Gen Z, many people may still have questions like, "What is a 'support advertisement'?" or "Why is it popular with Gen Z?"

This time, as the first report in the Gen Z trend report series, we will approach the background and appeal of the trend and explore the world of support advertisements!

Explaining what support advertisements (birthday advertisements) are from the basics...

Support advertisements are ads produced to support a specific 'oshi' (favorite), such as an idol, and are characterized by being collectively placed by general fans who pool their expenses.

In Japan, they began to spread around the time of the 2019 survival audition program 'PRODUCE101 JAPAN,' and now many fans participate in this new form of 'oshikatsu' (fan activity).

Support advertisements (birthday advertisements) originate from Korean K-POP idol fan culture. 'Saeng-il' means 'birthday' in Korean, and there is a culture in Korea where fans spend their own money to place advertisements to support idols on their birthdays and debut anniversaries.

The transmission of this culture to Japan along with the growing popularity of K-POP served as the trigger for support advertisements gaining attention in Japan. Fans in Japan have also started placing support ads out of a desire to celebrate their 'oshi' (favorite) and have more people know about them. Now, these ads appear on streets for various occasions such as birthdays, debut anniversaries, milestone anniversaries, live concert commemorations, and new song releases.

According to a smartphone Web survey conducted by LY Corporation for LINE users, 85% of teenagers and 76% of people in their 20s answered that they 'have an oshi (favorite) now'. As you can see from this data, most Gen Z have an 'oshi'.

Source: LINE Research

The appeal of support advertisements lies in the ability to give shape to the pure feelings of fans who 'want to celebrate their oshi' and 'want more people to know about them.' Support advertisements are like a gift from fans to their oshi and are one way to express love for their oshi concretely. Furthermore, the supported 'oshi' may visit the location or express gratitude for the support advertisement on SNS. Support advertisements can be said to be a new form of communication between fans and their oshi in the SNS era.

Support advertisements are deployed in various places, and their forms are diverse.

The main locations and formats are introduced below.

This method involves placing ads on station wall hoardings or digital signage. Because these are locations where many people pass through, it can reach a wide range of individuals. It is particularly effective at major urban stations as it catches the eyes of many commuters and students.

This is a method of running trucks displaying advertisements. There is also a service that wraps taxi bodies, allowing them to be deployed as moving advertisement media according to specific events or locations. Advertising trucks attract significant attention as they can directly approach the target audience by driving through specific areas.

This is a method of placing advertisements on cup holders provided at cafes or on posters inside the store. It is popular as a place where fans gather, especially for their oshi's birthday or anniversary. Cafe advertisements also function as a place for fans to interact with each other and have the effect of deepening community bonds.

This is a method of deploying advertisements on SNS platforms such as X (formerly Twitter), TikTok, and Instagram. It is a highly compatible and easily sharable medium for Gen Z. Since SNS ads can reach many people in a short period, they are an effective promotional tool.

The reasons why support advertisements generate excitement are based on several factors.

In order to place support advertisements, fans need to cooperate with each other to raise funds and produce advertisements. This process itself becomes an event and an opportunity to deepen bonds among fans. In addition, when the advertisement is actually posted, going to see that advertisement becomes a kind of 'pilgrimage,' and it also becomes a place for fans to deepen their exchanges.

The appeal of support advertisements spreading among Gen Z

By using crowdfunding to raise funds to place support advertisements, it becomes easier for many fans to participate. Since supporters can receive rewards, the motivation to participate in advertisement production increases. Through this mechanism, enthusiasm for the advertisement increases, and as a result, excitement is born.

Although support advertisements are closely linked to K-POP culture, in Japan today, many support advertisements for not only K-POP idols but also J-POP idols, artists, anime characters, VTubers, and YouTubers have appeared.

Against the background of some talent agencies providing image materials and issuing guidelines for advertising, an environment where it is easier to place support advertisements is being prepared in various 'oshikatsu' circles.

Also,
●Cheering AD (jeki Support Ad Secretariat, JR East Planning, Inc.)
●FUN FLAG (Tokyu Agency Inc. / READYFOR, Inc.)

etc., and as more companies support advertisement production and placement, I think the number of fans who easily place support advertisements will continue to increase in the future.

The design of support advertisements has characteristics to effectively convey the fans' feelings. Here, three representative elements are introduced.

For support advertisements posted in prominent places in the city, such as large vision ads or station ads, visual impact is important. By using vivid colors and large fonts, the design catches the eye even from a distance. Also, since there is an intention of proselytization to make many people know about the 'oshi,' another characteristic is that the 'oshi's' image is used in a large size.

It is important to have a design that matches the image of the 'oshi' being supported. For example, colorful and cute designs are chosen for idols with bright, pop images, while monotone or simple designs are chosen for cool, stylish artists.

In support advertisements, it is also a feature to include the 'oshi's' name in large letters. Furthermore, by including works or information about the 'oshi' you want to promote, and hashtags such as #○○○, it becomes easier for fans to spread the 'oshi's' activities. By adding such text information, the information is more likely to reach passersby, which has the effect of increasing awareness of the 'oshi'.

'Support advertisements' are popular, but one might think that if the general public is the advertiser, there's nothing a company can do. However, by effectively utilizing the 'support advertisement' trend that is becoming a staple among Gen Z for your planning, you can deploy promotions that are highly compatible with Gen Z.

For example,

1. Develop with a design inspired by support advertisements
By deploying ads or POP displays where companies (officials) intentionally adopt a support advertisement-style design, you can generate buzz. For example, if you design product promotions in the style of support advertisements, the fact that they are 'support advertisement-style' will become a point of interest for Gen Z, naturally encouraging diffusion on SNS.

2. Use the company's own content (characters) to generate excitement
By making guidelines and materials for support advertisements for the company's content public, it is possible to aim for fans to enliven the content. By providing official materials, it becomes easier for fans to create support advertisements freely, and as a result, brand and character awareness improves.

3. Support the support advertisements
For services that are compatible with the 'fan community,' it is worth considering incorporating products or ideas that cater to the psychology of fans who place support advertisements. For example, by providing a platform that supports crowdfunding for placing support advertisements, or providing the tools and materials necessary for advertisement production, you can assist the fans' activities.

4. Plan advertisements in which fans can participate
Providing an experience where fans create 'oshi' advertisements together, such as deciding the actual advertisement through fan voting when posting product advertisements, can be an opportunity to deepen bonds with fans.

In this way, if you try to come up with ideas using support advertisements as a hint, you might be able to develop promotions that resonate with Gen Z. By leveraging the enthusiasm and creativity of fans and having companies join in the excitement, more powerful marketing effects can be expected.

BEEATS is in charge of various stores and pop-up stores targeting Gen Z, including the popular brand "nugu". We offer broad support, from space design for Gen Z gathering spots to promotional planning. Please feel free to contact us when considering planning targeted at Gen Z.

For details, please see BEEATS's website case studies.

Q1. What are support advertisements (birthday advertisements)?

A1. Support advertisements are ads collectively placed by fans who pool their money to support their specific 'oshi,' such as an idol. Originating from Korean K-POP fan culture, they are widely deployed in Japan for the purpose of celebrating an 'oshi's' birthday or anniversary.

Q2. Where are support advertisements deployed?

A2. Support advertisements are deployed in a wide variety of places, such as station walls and digital signage that many people see, advertising trucks, posters and cup holders in cafes where fans gather, and SNS platforms with high diffusion power such as X and TikTok.

Q3. Why do support advertisements create such a big buzz?

A3. This is because the community among fans is strengthened through the process of fundraising and advertisement production, as well as 'pilgrimages' to the posting locations. The use of crowdfunding, which is easy to participate in, and diffusion through specific hashtags on SNS are also major factors in the excitement.

Q4. What are the characteristics of support advertisement designs?

A4. It is characterized by strong visual impact, such as vivid colors and large fonts that catch the eye in the city. Also, a design that matches the 'oshi's' image is adopted, and large images and names of the 'oshi' and hashtags are arranged to be prominent for proselytization.