■What is Nostalgia Marketing?

It is said to be a method of using positive memories and familiar concepts and things that existed in the past to connect new ideas and products, and link them to corporate advertisements and services.

■OOH case study

The other day, Mercari's limited-time immersive facility event "My Parents' Home" was held at the event space "UNKNOWN HARAJUKU."

When I stepped inside the facility, the space was filled with furniture and accessories that had a retro Showa-era feel to them, made up of items that could be found on Mercari, and brought back happy memories of my childhood when my grandparents were still alive.

nostalgic things and furniture

The concept of the event is ``Find value in everyday unwanted items.''

This event was an attempt to reduce the amount of waste during year-end cleaning, and is perfect for this time of year when cleaning is imminent.

Furthermore, what I enjoyed about this event was that, as the title suggests, ``My Parents' Home'', the facility was set up in my parents' home, and the parents who were meeting the children for the first time were there.

The audience automatically assumed the role of children, and a ``pseudo family'' experience was unfolding, with conversations such as ``I'm home,'' ``Welcome home,'' and ``How have you been?''

Parents will greet you

Although he is embarrassed and confused, there is also something nostalgic about him, and the scenery makes him want to clean his parents' house and put it up for sale.

Perhaps it was the day when my heart simply moved according to the company's intentions.

Companies use various means of advertising every day to sell new products and services.

Rather than a one-sided appeal such as "This new product is convenient and good," the nostalgic feeling of a world where familiar things coexist will instantly bring people closer to each other, naturally move their emotions, and make them want to know more. The nostalgia effect is universal.

familiar scenery

I imagine that the event space ``UNKNOWN HARAJUKU'', which fits the concept of ``my parents' home,'' lowered the hurdle of ``difficulty getting into'' and further attracted the interest of visitors.

UNKNOWN HARAJUKU