RAKUTEN
The Challenge: Ebates is a an almost unbelievably simple service that pays you money back when you shop. When it rebranded as Rakuten, it found itself with a name that not many people recognized — let alone knew how to say.
The Solution: Create multi-platform, audio-centric content. Get people hearing the name Rakuten their homes, on their devices, and when they step out onto the street.
Make a “Rakut”en
Set up an interactive experience in a public space where participants can create joyful noise — a celebration of the savings members get with Rakuten, and an outlet for that feeling of jubilation you get when you open your “big fat check.” Create a competition where people can submit their own musical compositions to become Rakuten’s official “happy song.”
Rakuten on the Street
Taking advantage of Rakuten’s partnerships with Lyft and the Golden State Warriors, put a woman on the street to talk to people about what Rakuten does, coach them on how to say it, and make it obvious why it makes no sense not to sign up. Find scripts here.
“No, I think it’s Rakuten…”
Share a light, relatable video on social that starts a debate and allows audiences to vote on what they think is the right way to say “Rakuten.” A follow-up video reveals the correct pronunciation.
Google Home
Partner with Google Home to prompt consumers to use Rakuten for savings whenever they’re available via an associated retailer.