Mozilla Japan approached Asahi Agency for help in promoting their award winning Firefox browser and Thunderbird email software in the Japanese market. To catch the attention of their young and connected target market, Asahi Agency created the unique idea of undertaking a joint promotion for Mozilla with J-Wave and Universal Music that built on Firefox's unique functionality which enables users to customize the browser's interface design.
We approached the two companies with this fresh idea for a new promotion tool, and our 'cool match of product and target audience' made an excellent fit for all partners. The customization feature encouraged Internet users to install Firefox and customize it as their personal browser, building in branding for J-Wave and Universal Music, who in turn provided Firefox with wide coverage for their browser.
The cool collaboration with J-Wave and Universal Music opened new horizons for promoting Mozilla to a key target audience.