At the leading edge of the shift to cloud computing you’ll find salesforce.com, a Californian-based start-up that makes cloud CRM applications for use in sales and customer service. Established in 1999, it opened its Japan branch in 2000, one of the first markets in a global rollout. By 2001, they faced two major challenges in Japan: to launch an Internet-based business during the dot.com bust; and how to attract customers who had been previously burnt by larger brand name CRM implementations.

To establish their name and capabilities in the Japanese market, salesforce.com approached Asahi Agency to organize exposure on national TV, to reach their B to B to C target audience. Though there are few dedicated business TV programs on network TV in Japan, Asahi Agency created hooks that attracted the specific interest of targeted business program.

Results with a silver lining:

We successfully organized appearances on four leading programs, to quickly gain the exposure and interest in their products the company was looking for.

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