JDN INC., Ltd., a member of the Tanseisha Group, has released for the first time the "Contest White Paper 2020," a statistical document on contests based on the 2019 articles and reader surveys published on "Toryumon," a contest information site it operates.
Toryumon, operated by JDN INC., is one of Japan's largest contest information sites. For over 20 years, it has connected readers and participants as a place to obtain the latest contest information, and organizers and public relations personnel as a place to disseminate information that attracts high-quality readers. With the aim of covering all information on contests (competitions, open competitions, awards) that can be participated in from Japan, it continues to introduce information on approximately 40 contests per week, and more than 2,000 contests per year.
The newly released "Contest White Paper 2020" is a compilation of contest information (2,219 entries) and reader surveys (1,561 responses) published in "Toryumon" between January 1 and December 31, 2019, and is a document that systematically presents the current state of contests. In addition to creating connections between organizers and participants and society, the white paper can be useful for communication between organizers and customers, strengthening organizer branding, and making more effective use of "contests," which are garnering attention as a next-generation marketing and communication method.
JDN INC., a member of the Tanseisha Group, will continue to connect various types of knowledge through contests, contributing to better communication and invigorating social interaction.
News Release
Background to the release of the "Contest White Paper"
Contests are held for a variety of purposes, including as a form of marketing and communication activity, as a form of event, as well as for branding, content development, use as social media content, fostering word-of-mouth, and recruiting. Currently, due to the impact of the COVID-19 pandemic, in-person communication is restricted and more people are spending time at home. However, knowing about contests can also be seen as information that reflects the times, such as the increase in the number of applications for contests after the state of emergency was declared in the spring of 2020. This time, by compiling and widely publishing information about contests from 2019, before the spread of COVID-19, it will provide hints for thinking about how to utilize contests in the new lifestyle of with-COVID and after-COVID. In addition, by publishing the information that JDN INC., Ltd. has cultivated through planning, management, and media as a single statistic, it will provide an opportunity for many people to learn about and participate in "contests."
"Contest White Paper 2020" public URL: https://www.jdn-inc.co.jp/documents/contestWP_2020.pdf
Overview of "Contest White Paper 2020"
| Target of the calculation | Contest information (2,219 entries) and reader survey (1,561 responses) published in Toryumon between January 1 and December 31, 2019 |
|---|---|
| Contents |
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Main Topics of the "Contest White Paper 2020"
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The maximum prize amount is 10 billion yen
The most common prize money for contests is 100,000 yen. Some contests that require specialized knowledge or careful preparation offer prizes of over 1 million yen. Note that the contests that set the maximum prize amount at around 10 billion yen in 2019 do not simply award the amount, but rather aim to "provide support of up to 10 billion yen over the medium to long term to materialize business ventures through investments, business partnerships, etc."
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・Reasons for entering the contest: "Hobby, purpose in life, change of pace, test your skills" came in second by a narrow margin
The reasons for entering a contest (multiple answers allowed) were "to win prize money/prizes," closely followed by "hobby, purpose in life, change of pace, test my skills," suggesting that entering the contest itself enriches the lives of the participants.
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・When applying for a contest, the most important thing is the "prize" rather than the "recognition of the sponsoring company"
When asked what is most important when applying, the most important thing is the "prize content," with little importance placed on the "recognition of the hosting company." Therefore, contests can be an opportunity to raise awareness of companies among the general public.
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・There is a wide range of interest in contests, regardless of age or gender.
People interested in contests are distributed widely across age and gender, with more women in their 40s and younger, but more men in their 50s and older. Looking at population estimates (as of October 1, 2019) by gender and age, interest among the younger generation over 20 is high relative to the population.
*45 cases (3%) in which "Gender: No answer" was selected in the survey were not included in the total.
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· The deadline for contest applications is most often in September and least in February.
The majority of contests have deadlines in the second half of the year, especially in September, with February being the least common. Also, looking at the details by day within the month, there are more contests with deadlines at the end of the month than at the beginning of the month.
Comments on the release of the "Contest White Paper 2020"
Yasushi Yamazaki (Director JDN INC.)
JDN has long been involved in announcing contests and announcing their results through "Toryumon," and we also support the planning and implementation of many contests themselves. One of our strengths is that we have both the perspective of a media company looking at contests from the outside and the perspective of the people running them, and we use the empirical knowledge derived from this in our daily activities and propose it to our clients. In this white paper, we have introduced the background to such tacit knowledge. We hope that through this book, you will pay attention to the fun of contests and their potential as a problem-solving method.
Takashi Kamata (Head of Regional Revitalization Support Office, TANSEISHA Co., Ltd.)
At the Tanseisha Group, the Regional Revitalization Support Office is at the center of our efforts to examine the issues facing local communities from multiple angles, and as a partner to the local community, we support the creation of stories for a new, vibrant future for the region, from the early planning stages of the business to participating in its operation. The contest is an effective co-creation process that also contributes to the local community, and customers who have actually used it have given high praise to Toryumon's resources. We hope to continue proposing it together with JDN as a useful solution for regional revitalization and corporate solutions.
About "Toryumon" and "Public Recruitment Lab"
"Toryumon" (https://compe.japandesign.ne.jp) was established as an independent site from the design information site "JDN", which was founded in 1997, with the aim of covering all information on contests (competitions, open competitions, awards) that can be participated in from within Japan. With over 2,000 items of information posted per year, Toryumon continues to connect the two parties, as a place for creators to obtain the latest contest information, and as a place for organizers to disseminate information that brings together design-conscious users.
JDN INC., Ltd. supports the planning and implementation of contests through its "Public Offering Lab" (https://compe.japandesign.ne.jp/lab), drawing on its information capabilities, track record, and on-site experience regarding contests. It provides a one-stop service for all the know-how required for contests, including various plans, creative production, management, response to inquiries, submission acceptance, and tallying, to support the execution of more effective contests.
Please note that this may be subject to change without prior notice.