 Cl: Misawa Home 1999-01 |
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| This was an Internet-based marketing project we created in response to a request from Misawa Homes, who was a client of Housing & Living magazine (see ED page) at the time, to come up with a way to "take home construction to a new level using the Internet." It provided an online platform upon which users could exchange a range of opinions regarding their ideal home as well as shared hopes and dreams with like-minded individuals, all while planning and later building their new home. It was a business model unprecedented in the housing industry at that time. The project first kicked off in November 1999, with the results put into force between April 2000 and March 2001.
As the project manager, ecFuture was responsible for conceptualization, the construction flow shown in the image below, and the launch and administration of the project website. The results of this collaboration saw registered users increase far beyond the predicted number and a rapid and equally unexpected number of clients participating, from the final stages of planning and onwards, during the construction phase of the latter half of the project. This enormous response subsequently provoked the decision to increase the number of registration places available by one digit for a planned further round of the Project and full-scale operations had been expected. However, because of ex-Company President Misawa's demotion due to real estate business failings and other developments, Misawa Homes was unfortunately forced to terminate project operations. |
When it comes to condominiums, tenants' demands are diversifying and there is a growing demographic of people searching for homes that can provide for distinct individual preferences. This trend implies that tenants of large-scale one-size-fits-all styled rental condominiums are often left feeling unsatisfied, particularly younger residents. In light of these circumstances, our company has analyzed in detail lifestyles of specific tenant profiles such as career women and music enthusiasts, and have been attracting the support of tenants for construction of specifically designed "target condominiums."
From conceptual plans to actual implementation, condominium construction is also seeing a trend towards designs tailored to individual preferences. Following the success of the Cat! Project approach which introduces Internet-based marketing to home design, we were later commissioned to create development plans for rental condominiums by Starts using the same formula. We took into account responses from readers of Oz magazine in order to explore and screen possible options. The main points from this Q&A were then posted online and developments were announced jointly through Oz magazine. By facilitating communication on both sides, we then determined the best plan and price. OZAREA Myoten I rental condominiums, built by women, for women and from ideas submitted by female tenants, were leased out at full capacity soon after opening to the public, despite rent being one tenth higher than that of other available locations in the area. The proprietor, who had had no previous experience in managing rental condominiums, has since grown to maintain a high level of positive feedback and tenant satisfaction. Further developments for the OZAREA series have also been making their way into the Tokyo Metropolitan Area. |
1)We proposed and implemented new insurance sales strategies which leverage IT potential. Sales figures subsequently improved 12-37% from the previous fiscal year (individual results varied).
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Marketing Strategies in IT Application, etc Cl: Orico Corporation 2002-present |
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Website services from site launch through to administration Cl: Virgin Cinemas Japan 1999-02 |
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Mitsukoshi Ochugen Oseibo (tr. Mitsukoshi Midyear & Year-End Gifts) site ◆ Online Store Website Creation and Administration Cl: Famima.com: 2001-02 |
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Column IT Tamatebako (tr. IT Magic Toolbox) Cl: Orix 2002 |
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Cellphone-access website e-Kurashi no Techo (tr. e-Living Guide) Cl: Kurasho no Techo 2001 |
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"D-maga" Monthly E-Newsletter http://www.daihatsu.co.jp/life/d-maga/ Cl: Daihatsu 1999-02 |
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Weekly E-Newsletter & BBS Administration Cl: Docomo Saitama 1999-01 |
| Monthly E-Newsletter Cl: Daiichi Kangyo Bank Card 1999-01 |
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HTML Biweekly E-Newsletter Cl: So-net 2001 |
