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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

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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.

Tokyo

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

sentifi.com

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