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In this video, we will look at the case study of one of the most innovative marketing campaigns and this currently an ongoing campaign in Japan. It is called the Cool Biz Campaign and it is literally saving Japan from a crisis. A short summary of the campaign is given below.
The Cool Biz campaign is a Japanese campaign initiated by the Japanese Ministry of the Environment in summer 2005 as a means to help reduce Japanese electricity consumption by limiting the use of air conditioning. This was enabled by changing the standard office air conditioner temperature to 28 °C (or about 82 °F) and introducing a liberal summer dress code in the bureaucracy of the Japanese government so staff could work in the warmer temperature.
This idea was proposed by the then-Minister Yuriko Koike under the cabinet of Prime Minister Junichirō Koizumi. Initially, the campaign was from June to September, but from 2011, when there were electricity shortages after the 2011 Tōhoku earthquake and tsunami it was lengthened. It now runs from June to October.
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#japan #coolbiz #marketingcasestudy Credits: CNN-News 18, WION, NBC News, Money control pro, Business standard, TV18,Business Today, ABC news, CNBC, ET now ,Bloomberg originals, Financial Times, DW documentary, AL Jazeera English, BBC news, Firstpost. Fair use - This video is for educational purposes only. All materials used in this video, including images, audio, and video clips, are the property of their respective owners and are used here under the doctrine of fair use. This video is intended to provide commentary, criticism, research, and education on the subject matter. We believe this constitutes a fair use of any such copyrighted material as provided for in Section 107 of the US Copyright Law.