Case Study: Yanmar revitalizes brand characters with btrax

Yanmar revitalizes character branding with btrax, winning 49,628 votes

Yanmar, an industrial equipment manufacturer, faced the challenge of updating its nostalgic Yanboh and Marboh characters to align with its modern, high-tech brand identity. The company needed to involve a wide range of stakeholders in the process while ensuring the new designs retained the essence of the originals. btrax was engaged to provide creative direction and production, promotional strategy planning, and execution to revitalize these brand characters.

The solution implemented by btrax involved a co-creative approach, including workshop-style discussions and conceptual design led by external artists. A key part of the strategy was a public vote to choose the final design, which garnered 76,568 votes. btrax then created a promotional video to unveil the new characters, resulting in significant media attention; the video trended at number one on X immediately after release and was featured in major newspapers and television shows. This successful project by btrax expanded brand awareness and engaged both employees and fans in the renewal process.

Yanmar