GRAND Viewers 6.3 Times More Likely to Earn Over 15M JPY, Proving Over 20x Lift in Awareness for High-Value Brands

GRAND Corporation (Headquarters: Shinjuku-ku, Tokyo; President: Hitoshi Sakaue; a Mitsubishi Estate Group company), which operates the office building advertising medium 'GRAND', has published its own survey results and case studies on brand awareness and purchase intent for high-value B2C products (luxury cars, high-end accommodations, luxury jewelry, premium bedding, premium home appliances, asset management, etc.). Among GRAND viewers, 8.1% have an individual annual income of 15 million JPY or more (6.3 times the general population's 1.3%), 12.9% hold a platinum card (5.0 times the general 2.6%), and 7.6% have financial assets of 100 million JPY or more (3.3 times the general). This indicates a high concentration of affluent and ultra-affluent individuals, who are the primary purchasing group for high-value products. Additionally, six case studies for high-value B2C products demonstrated an average brand awareness of approximately 69% among exposed viewers, with a lift of over 20 times for new, less-known brands.

High Density of 'Ultra-Affluent' Viewers—Outperforming the General Public in Income, Assets, and Premium Cards

A comparison between GRAND viewers (n=1,036) and the general public (n=1,035) showed that viewers significantly surpassed the general public in all indicators: annual income, financial assets, premium card ownership, and consideration of investment properties. It is particularly clear that there is a high density of 'ultra-affluent' individuals who have investment capacity and have already built wealth.

- **Individual Annual Income over 15M JPY:** 8.1% (6.3x the general 1.3%) - **Financial Assets over 100M JPY:** 7.6% (3.3x the general 2.3%) - **Platinum Card Ownership:** 12.9% (5.0x the general 2.6%) - **Consideration of Investment Properties:** 14.2% (5.4x the general 2.6%)

The data shows a high density of the 'ultra-affluent,' defined as those with an individual annual income over 15 million JPY and financial assets over 100 million JPY. Black card ownership is also about 4.5 times that of the general public. As the core audience consists of the main purchasing group for high-value products—from luxury cars and jewelry to asset management and private banking—the medium is suitable for both announcing new brands and promoting premium product lines.

It should be noted that GRAND is a mass medium that broadcasts to all installed locations and does not 'target' specific individuals. This data visualizes the extent to which the primary purchasing group for high-value products is included within the GRAND viewer population.

Case Studies for High-Value B2C—Visualizing Lift in Awareness and Proactive Behavior

A challenge for high-value products is that 'trust' and a 'premium feel' are decisive factors for purchase, and mere awareness often fails to translate into purchase intent. Through brand lift surveys for six high-value B2C product cases (fine art, luxury bedding, high-end electric shavers, wearable health devices, English education, and high-value entertainment experiences), GRAND has demonstrated that viewers take proactive steps beyond just awareness.

- **Exposed Viewer Awareness Rate:** Approx. 69% on average (measured range: ~54-92%) - **Awareness Lift:** Over 20x maximum (greater growth for new brands) - **Call to Action Rate:** Approx. 87% on average - **Search / Website Visits:** Search avg. ~14% / Site visit avg. ~20%

The average exposed viewer awareness rate is about 69%. For new brands with low initial awareness, this reached over ten to twenty times that of the unexposed group, and an increase was also confirmed for well-established brands. The average call-to-action rate was about 87%, with an average official website visit rate of about 20% and a search action rate of about 14%, confirming proactive behaviors that are the gateway to purchase consideration. Brands in fine art, luxury bedding, and high-end shavers confirmed stable lifts through 2-3 continuous campaigns. A case involving a high-value entertainment experience (a VIP experience costing over 100,000 JPY per person) saw search behavior reach 30%, confirming high-involvement actions from the affluent.

Media Environment—46.0% Trust and 49.4% Low Stress

For high-value products, 'trust' and a 'premium feel' influence advertising effectiveness. In a survey of 2,071 office workers, GRAND's media credibility was 46.0% (2nd out of 9 media), and its low-stress rating was 49.4% (1st out of 9). The credibility is more than double that of social media ads (X), and the low-stress rating is nearly three times better.

Why GRAND for High-Value Products?—Three Reasons

1. **High Density of Ultra-Affluent:** 6.3 times more individuals with annual incomes over 15M JPY and 3.3 times more with financial assets over 100M JPY than the general public. The primary purchasing demographic for high-value products is highly concentrated among GRAND viewers. 2. **Proven in 6 High-Value B2C Cases:** Average exposed viewer awareness of ~69%, with a lift of over 20x for new brands. A call-to-action rate of ~87%, with ~14% searching and ~20% visiting websites. 3. **High-Trust, Low-Stress Media Environment:** Media trust rating of 46.0% (2nd of 9) and a low-stress rating of 49.4% (1st of 9). This directly contributes to building high-value brands where 'trust' and 'premium feel' are critical.

Looking ahead, GRAND is expanding its installation in central Tokyo, Kansai, and Nagoya to transform 'underutilized spaces' into a new mass medium for business professionals.