| Norwegian Seafood Export Council (NSEC) |
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 Objective
Shishamo is a fish found in supermarkets and Japanese-style pubs, and is eaten whole as an appetizer or as a snack by people of all ages. In 2003, the International Council for Exploration of the Sea suspended fishing after evidence indicated declining stocks in Norway. In October 2008, scientists recommended the resumption of fishing due to an increase in stock numbers. The Norwegian Seafood Export Council (NSEC) tasked Cosmo with announcing the return of ‘Norwegian Shishamo’ to Japan through a campaign that would generate wide awareness.
Strategic Approach
To reignite Norwegian Shishamo’s popularity among the target audience and generate media interest in the re-launch, an event was held at a traditional Japanese izakaya renowned for seafood and popular among businessmen and women. Cosmo tied activities to a visit by Mr. Vidar Ulriksen, State Secretary of the Norwegian Fisheries, who gave insight into his life as a shishamo fisherman, and engaged the participation of the Norwegian Ambassador to Japan. Guests delivered speeches that re-established the benefits of Norwegian Shishamo among Japanese consumers. The return of Norwegian Shishamo was officially re-launched when Mr. Ulriksen and the Norwegian Ambassador to Japan broke open a sake barrel in front of invited journalists. Guests then served Norwegian Shishamo free to customers throughout the evening before a Q&A with media.
Impact
The event was attended by 36 media, including national dailies and regional newspapers. Coverage from the re-launch generated 28 articles, over 16,000,000 media impressions and secured airtime on a regional news program - Tokyo MX - that featured an interview with Mr. Ulriksen which took place after the ceremony. Imports of ‘Norwegian Shishamo’ increased by 50% between January and June 2009 compared to the same period in 2008. ‘Norwegian Shishamo’ re-established itself as the main supplier of shishamo to Japan with a 58% share of total import volumes for the period January to June 2009 (2003 volume was 81%). |
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