- Corporate Branding
Commemorative ad
Revitalize your workforce by running ads at major commemorative milestones and anniversaries! Showcase your corporate philosophy and your achievements to a wide range of stakeholders — including your own employees.
Overview
Ads coinciding with your company's anniversary don't just invigorate your workforce. They're also an opportunity to showcase your corporate philosophy- along with the achievements you’ve accomplished through that philosophy- to a wide range of stakeholders. We asked companies that ran commemorative ads about their motivations, and their answers fell into three broad categories, summarized below.
Ads coinciding with your
company's anniversary don't just invigorate your workforce.
The Advantages of Anniversary Messages
Anniversary messages are also an opportunity to showcase your corporate philosophy- along with the achievements you’ve accomplished through that philosophy- to a wide range of stakeholders.
Why Companies Run Commemorative Ad
We asked companies that ran commemorative ads about their motivations,
and their answers fell into three broad categories, summarized below
"Anniversaries are an opportunity to formulate a new vision and a new business plan,
and unveiling these plans to the public allows us to showcase that transition."
This was the most common reason given for running a commemorative ad.
Although it's common for long-established companies to have core businesses that shift over time, the public and even employees may view the company through the lens of its original business.
Commemorative ad are an opportunity for companies to showcase their transition to both existing clients and their own employees.
We want to show gratitude toward our supporters and ask for further support in the future.
This reason is commonly seen when long-established companies run Commemorative ad.
Rather than using the anniversary as an opportunity for change, these companies often want to emphasize to the public that nothing is changing.
Why would a company want to emphasize that nothing is changing?When we asked about this, we were often told that the company wanted to send a message to its own employees.
When a company runs such ads, the people whom employees interact with often bring up the fact that the company is saying such-and-such, and that makes the employees more aware of their own company’s stance. That, then, is the apparent aim of the Commemorative ad.
We celebrate our anniversary as if it were a birthday, and we use it as an opportunity to strengthen relationships with clients and to boost employee morale.
Although not many companies gave this answer, it was one of the reasons given for running Commemorative ad.
A company’s anniversary can be considered the equivalent to a person’s birthday.
Some people use their birthday as an opportunity to express gratitude toward those who have helped them grow (which, for a company, would include clients, employees, and shareholders) and as a cause for festive celebrations.
In such cases, the company might hold an anniversary party to coincide with the publication date of the Commemorative ad, or they might distribute copies of the newspaper featuring the ad at the party.
Q
How would you feel if your employer or a family member’s employer ran ads containing a celebratory message to commemorate its anniversary?
Unit: Percentage
Source: Nikkei Corporate Image Survey 2023, Aug – Oct 2023, 860 respondents
Q
How would you feel if your company’s business partner ran ads containing a celebratory message to commemorate its anniversary?
Unit: Percentage
Source: Nikkei Corporate Image Survey 2023, Aug – Oct 2023, 860 respondents
