Try saying “Rakuten” three times quickly – and correctly. Rakuten, the site that gives people cash back when they shop, has partnered with bi-coastal creative agency Pereira O’Dell to help enhance brand recognition and pronunciation.
In its first work for Rakuten, Pereira O’Dell skips the typical big markets like New York, Los Angeles, and Chicago, and instead heads to some lesser known, but much more relevant, cities.
Americans have had a hard time pronouncing Japanese-based Rakuten correctly. To confront this breach head-on, the brand went to equally hard-to-pronounce cities, including Waxahachie TX, Kissimmee FL, and the Faubourg Marigny neighborhood of New Orleans, with an interactive voice recognition machine. The gadget sits at the center of each town and teaches people how to pronounce “Rakuten” correctly, offering up a cash prize to those who get it right. A 30-second spot, 'Shoutout Payout,' chronicles the effort and, in some cases, moment of triumph.
This campaign marks Pereira O’Dell’s first project for Rakuten after winning the business back in September. 'Shoutout Payout' will run primarily on TV and online, including an airing during the Grammys.
Agency: Pereira O’Dell
Creative Chairman: PJ Pereira
Chief Creative Officer: Robert Lambrechts
Executive Creative Director: Jason Apaliski
Creative Director: Jean Morrow
Copywriter: Jonathan Carl
Art Director: Rafaela Teixeira
VP of Production: Jeff Ferro
Senior Producer: Owen Bly
Broadcast Producer: Elissa Polls
Director of Project Management: Lindsey Anderson
Director of Business Affairs: Camara Price
Chief Executive Officer: Andrew O’Dell
Managing Director: Henry Arlander
Brand Director: Maura Mattoon
Director of Brand Strategy: Sean Staley
Director of Communications Strategy: Ashley Wells
Senior Communications Strategist: Daniel Hackett