We’ve noticed an innovative trend popping up in advertising here in Tokyo based on search engine results. They simply urge people to search specific keywords in a search engine, with the hope that the results will bring them to their site. The sign ads are simple, and usually show a keyword typed into a search bar. This one says “ドコモ派�?�” (Docomo haken) which means “Docomo staff”, and is designed for recruitment of temporary workers. Google these terms right here and see what you get.
Of course, getting the perfect search terms down is important before making an ad like this, but Docomo has gone the extra step and purchased Google ads as well! This brings them right up and gets your immediate attention. Japanese mobiles are increasingly able to read web pages, so commuters can plug the terms in right there.
“Search me” ads are simply another way for people to interact with their real-world environment by using their mobile devices, and Japan has been leading the world in this regard, from QR codes to RFID tags. QR codes are very important for marketing, but require you to scan it. Not so useful in a crowded train. “Search me” ads make it easy for anyone who can see it to react, either at that moment or at a later time.
Thanks to Chris Kirkland who likes to Sell Art for the tip.
Michael is the Editor of JapanTrends.com and Director of the 
I like the initial thought a Lot, it is imaginative, thought provoking and it leaves the recruited with space to make their own story. As with everything, effect counts, I think it is effective the first time, when it is ‘not done before’ because it stands out, you remember it. I have trouble seeing it work when one gets twenty ’search items’ on a trip from home to work.
Then again, this is not Japan (yet) – so maybe, if the call for action (the search item) were to be close to the action (internet on the cell / laptop, easy to access) it would work. I don’t see myself remembering the search items for 20 minutes before checking them out…
Oh. I like it on a more personal level; it is one of those things of which you think ‘I wish I came up with that…’. Of course I didn’t, so now the gate of fun-play-with-search-engines is open; the question is: what else can we come up with…
So is the idea that it’s easier than trying to remember a website address? That all you have to remember is the two key words and put them into google?
For me that would be very handy – there’s nothing worse that seeing a URL while you’re out in town and failing to remember it when you are back at your computer.
I’m surprised I’ve not seen any Googlebombing on these search ads! Anyway, here’s a survey on this that was conducted in January, finding that about one in five have searched for the keywords from TV adverts.
http://whatjapanthinks.com/2007/01/17/one-in-five-japanese-have-searched-for-advertisement-keywords/
I’ve also noticed the current au Spring ad campaign has the kanji 掟 as the keyword, which is a non-standard one, although the reading (okite) can be found by squinting at the advert. Testing it out on Google.jp, you get au AdWords ads for 掟,
Considering googles insane search policy I’m surprised anyone would put advertizing money into this. Until search engines rank order sites by content we can’t see the point.
Haha, I wrote a similar entry a while ago, and featured exactly the same Docomo ad.
Yawn, I wrote about those search boxes in print media more than 2 years ago (2004)