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Steel giant trying hip pitch in Shibuya to woo talent

Nippon Steel & Sumitomo Metal Corp attempt at creating brand identity with a glitzy  30-second video has not met with much success

Only two of 10 people aged under 30 who were interviewed by Bloomberg around the bustling Shibuya intersection (above) could correctly identify the acronym describing the world's third-largest steel producer.


CONVINCING teenagers in Japan that working for a giant, 116-year-old manufacturer is a sexy career choice seems like a tough sell. It's even more difficult if the target audience can't figure out the company's name.

That's the challenge for Nippon Steel & Sumitomo Metal

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