What If Japanese Convenience Stores Used Piggyback Advertising?
The advertising rivalry between Burger King and McDonald’s is a great example of how piggyback advertising, or leveraging a competitor’s campaign for your own benefit, can be used effectively. When McDonald’s launched an ad asking, “What’s the most iconic burger in the world?”, Burger King swiftly responded with, “So, which one is the biggest?” This kind of witty exchange keeps consumers engaged and adds an element of fun to brand competition.
Wouldn’t it be interesting if a similar strategy were applied in Japan’s convenience store industry?
For instance, if 7-Eleven promoted a “100-yen rice ball sale,” Lawson could counter with, “Ours are 100 yen plus extra filling!” Then, FamilyMart might jump in with, “Extra filling is great, but our rice quality makes all the difference!” A playful back-and-forth like this would undoubtedly capture consumer attention.
If this were about Hong Kong, it could also be interesting with 7-Eleven and Circle K or Wellcome and Park’n Shop.
Humorous piggyback advertising doesn’t attack competitors outright but instead uses lighthearted provocation to create a sense of fun. If these exchanges gain traction on social media, they can boost brand awareness and enhance overall brand perception. Japanese consumers, in particular, appreciate clever and witty marketing approaches. This type of competition could even influence how customers choose their favorite convenience store—not just based on products, but on which brand delivers the most entertaining marketing. Ultimately, such campaigns could contribute to the entire industry’s growth and excitement!マーケの種 (10) 「ピギーバッキング広告」
日本のコンビニが「便乗広告」を仕掛けたら？
バーガーキングとマクドナルドの広告戦争は、競合の話題を巧みに利用する「便乗広告」の好例です。マクドナルドが「世界で一番象徴的なバーガーは？」と広告を出した際、バーガーキングは「で、どっちが一番大きい？」とすかさず返しました。このようなユーモア溢れるやり取りが、日本のコンビニ業界でも展開されたら面白いと思いませんか？
例えば、セブンイレブンが「おにぎり100円セール」を打ち出した時、ローソンが「うちは100円＋具材増量！」と返し、さらにファミリーマートが「具材もいいけど、うちはご飯の質が違う」と続けるような展開があれば、消費者の注目を集めること間違いなしです。
これが香港の話ならセブンイレブンとサークルKであったり、WellcomeとPark’n Shopであっても面白いかもしれないですね。
ユーモアを交えた便乗広告は、競合を否定するのではなく、軽い挑発を通じて遊び心を伝えられます。さらにSNSで話題になることで、商品の認知度やブランド価値が向上します。特に日本の消費者は、こうした機知の効いた表現に敏感です。「どのコンビニが面白いか？」という視点で選ばれるきっかけにもなり、結果的に業界全体の盛り上がりにもつながるでしょう！