Japanese Creative Marketing— Nitto Seiko\'s Image Marketing Project for Anti-loosening Screws

In the arrival of test season Japanese companies roll out various mascots. Nitto Seiko Co., Ltd, the public top maker of precision screws,  initiated a first-in-the-inudstry image marketing project. The company will give out the "mascot anti-loosening screw" to examinees, on a 3-phase distribution schedule. The first phase has recruited 77 examinees who register for the mascot.  Nitto Seiko produces 300 million screws a year, including anti-loosening screws. "Anti-loosening" symbolizes concentrated attention and perseverance.

"No loosening" means the examinee will not "slip off the top ranking chart of the exam". The cross recess symbolizes positive thinking and actions. With this concept, the company associates the screw with a protective charm and makes it into a mascot to support the examinees. Nitto Seiko chose "GIZA TITE", a anti-loosening series for the use with resin, as the mascot present for the project. Indents are formed on the threads, and when screwing into the resin base material, the resin deforms and bites into the indents, eliminating the possibility of reverse rotation and loosening.

"GIZA TITE" demonstrates excellent performance under vibration and extreme temperature environment. Nitto Seiko also colors "GIZA TITE" gold to symbolize good fortune, and put it into a package like a Tiffany jewelry box to bring up the quality of the giveaway present.