With the start of the hotly anticipated 2018 J. League season finally upon us, DAZN this week unveiled a new brand campaign designed to celebrate the changing era of sport for fans in Japan. The goal of the campaign simply aims to clearly communicate and position the message to the fans that DAZN is the best sporting platform in Japan. This has been achieved by leveraging top-level Japanese athletes and flipping the old traditional ways of watching sport as a backwards thinking, counter-proposition compared to the great value that DAZN provides.
The campaign follows a bold, tongue-in-cheek creative with the tagline #ChangetheEra and represents DAZN as the new dawn for sports fans in Japan, allowing them an accessible and affordable way to enjoy the very best sport on both a domestic and international stage. The series sees leading Japanese sporting ambassadors from soccer, baseball and boxing announce DAZN as the new home of sports in Japan. The story spreads across two episodes, where the messaging tells of DAZN’s arrival in Japan to take on the “bad ass Shogun” and bring sports broadcasting into a brave new world. The third episode is yet to come, so keep your eyes out for that one!
Initially concentrating on the recommencement of the J. League, the television commercials include J. League stars Tomoaki Makino and Atsuto Uchida, as well as the oldest professional footballer to ever score a goal, Yokohama FC’s world famous ‘King Kazu.’
The long-awaited return of the J. League tonight began with the season curtain raiser between Sagan Tosu and Vissel Kobe, with the much-fancied visitors looking to get off to a good start. Their chances of victory, of course, enhanced by the inclusion of former World Cup-winning striker Lukas Podolski. Unfortunately for Podolski, his side could only manage a 1-1 draw. The game was also the very first time that a J. League match has been played on a Friday night, something completely new this season on DAZN, and was a fantastic way for the season to kick off. Friday Night Football is just one of a number of initiatives DAZN have brought in since becoming the Home of the J.League in 2016. Furthermore, the game at the Tosu Stadium was a complete sell-out and another great indication of the progress DAZN is making as we work to elevate the J.League’s popularity and viewership.
The multi-sport campaign also features stars from the incredibly popular Nippon Baseball League, most notably Hokkaido Nippon Ham Fighters Infielder Haruki Nishika and Yokohoma DeNA Baystars pitcher Yasuaki Yamasaki, as well as Olympic Boxing Gold Medallist and DAZN ambassador, Ryota Murata, thus also celebrating the variety of the content on the DAZN platform.
The ‘#ChangetheEra’ campaign comes following the news earlier in the week that DAZN has added even more fantastic content to the platform for fans in Japan to enjoy. DAZN has become the true ‘Home of Sport’ in Japan, and we’re really excited about this campaign and how the Japanese public have reacted so far.