Stanford students worked together to pitch marketing ideas to a major Japanese airline at an event last Tuesday. The event, called an “ideathon,” is part of a series of events seeking to strengthen the U.S.-Japan relationship through exchange of ideas.

The ideathon was the first of its kind at the Shorenstein Asia-Pacific Research Center, led by the Japan Program under the rubric of the Stanford Silicon Valley-New Japan Project (SV-NJ). The project is supported in part by All Nippon Airways (ANA), the Japanese airline featured at the event.

Nineteen students participated, from both undergraduate and graduate levels and across disciplines – including students from the Graduate School of Business, and other majors including economics, mathematics, computer science, philosophy and East Asian studies.

Placed on a team with others they had just met, students were encouraged to assemble quickly and generate solutions to the challenge: how can ANA strengthen its brand awareness in the United States?

ANA is seeking to double in size in the next three years, yet it faces a few obstacles in this endeavor, including a customer base that is mostly in Japan and low brand visibility internationally, according to a senior employee that presented at the event.

“Who had heard of ANA before this event?” asked Hiroyuki Miyagawa, a marketing executive at ANA. Few hands raised in the audience.

Organized into four teams, each student team was joined by an ANA employee who listened in and offered guidance and a chance to learn from a longtime practitioner.

One and a half hours later, with Post-it notes and scribbled diagrams sprinkled across tables, each team emerged ready to present their 3-minute pitch to a panel of judges. The panel included executives from ANA, the World Innovation Lab (WiL), a venture capital firm in Palo Alto, and bTrax, a San Francisco based design firm.

Below are a few pictures from the event.

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Team Three acts out a skit.  |  They proposed that ANA establish lounges for the general public to gather in and purchase goods from Uniqlo and Muji, two Japanese lifestyle retailers. The lounges would offer a place to reinforce ANA's brand outside of the airport, they said.

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Team Four puts their heads together to generate ideas.  |  In their pitch, the team noted that baseball is a popular sport among Americans and Japanese. They recommended baseball be a focus of the marketing campaign, and said television and social media would best reach the target audience.

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Team Five explains their marketing approach.  |  Flying can lead to some unpleasant experiences, and a way ANA can set itself apart is to make those experiences manageable, and even enjoyable, they said. Their proposal was to bring new amenities to the in-flight experience such as a care package for people who sit in the middle seat.

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Team One poses for a picture after their presentation.  |  In their pitch, they recommended using ANA’s association with Japan to differentiate from other global airlines. Their approach included creating a film that features an American celebrity traveling on ANA.

The winning team was Team One whose concept was to use a celebrity figure – Ellen DeGeneres – in their advertising. They said that the target audience could relate to DeGeneres, and her already-established following would be an advantage.

The judges commended Team One for the creativity of their idea and its level of feasibility. Team One consisted of students Yaqian Fan, Michael Hong, Sam Ide, Lu Li and Adelbert Tan.

Kenji Kushida, a Stanford alumnus and project leader of SV-NJ, said:

“When I was a student, I craved for an opportunity to brainstorm solutions to real-world challenges and to do it in an environment that provided instant feedback,” he said, “We were able to make that happen here with the support of ANA and WiL, and are thrilled with the outcome."

Japan must transform its economy in a way that mirrors the innovation ethos in places like Silicon Valley and Stanford University, Japanese Prime Minister Shinzo Abe said Thursday during a speech on campus.

As an example of how to encourage such creativity, Abe hailed a new partnership starting this fall with Stanford that will train the next generation of biomedical experts. In doing so, he urged a "fundamental change" in how Japanese society views the process of innovation, from how ideas originate to competition in the marketplace.

Japan Biodesign will be launched in collaboration with the Stanford Biodesign program and five higher education and research institutions in Japan. Faculty members will work together to create new interdisciplinary systems based on Stanford Biodesign. Stanford leaders will train and mentor their Japanese colleagues.

Abe, who is the first Japanese prime minister to visit Stanford, marveled at how the tech sector in the United States has "consistently evolved at top speed."

He said, "I want the best and brightest Japanese talent" to learn about Silicon Valley.

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Abe shared the Bing Concert Hall stage with Stanford President John Hennessy and George Shultz, the former U.S. Secretary of State and distinguished fellow at the Hoover Institution. Abe's talk, titled "Innovation, Japan and Silicon Valley Symposium," included an introduction and remarks by Hennessy and Shultz. The event drew a full house of invited guests and members of the Stanford community.

"It is a great honor" to be at Stanford, Abe said in beginning his remarks.

He noted that Japan is revisiting its regulatory and tax systems in order to encourage more economic dynamism and competition. "The Japanese people will benefit from innovation," he said.

The challenge, he acknowledged, has been the slow pace of innovation in Japan. Today, however, the Internet economy and big data are creating "enormous changes" in his country's economic approach, he said. "We have to catch up, or otherwise Japan will lose vitality," Abe added.

Cultural connections

In his introduction of Abe, Hennessy chronicled Stanford's long history and friendship with Japan and its people.

Japan, he said, is home to more Stanford alumni than any other Asian country, and when the university's doors first opened in 1891, the pioneer class included a Japanese student. Currently, 139 students from Japan are enrolled at Stanford.

Hennessey described Abe as focused on revitalizing Japan's economy and stewarding it toward a greater global role.

Shultz, who knew Abe's parents, shared recollections of poignant moments between Abe's politically prominent family and his own.

Abe joined a roundtable discussion after his speech with Michael McFaul, director of the Freeman Spogli Institute for International Studies; Stanford Board of Trustees Chair Steve Denning; Stanford School of Medicine Dean Lloyd Minor; Stanford political science Professor Emeritus Daniel Okimoto; Yahoo co-founder Jerry Yang; and Twitter co-founder Jack Dorsey, among other scholars and dignitaries. He also met with Stanford students before leaving campus.

Afterward, McFaul wrote in an email, "I think it is fantastic that Prime Minister Abe came to Stanford and Silicon Valley after his very successful visit to Washington. He demonstrated that deepening U.S.-Japanese relations requires not only strong government-to-government ties, but also deepening ties between our societies, including educational institutions like Stanford."

Abe's state visit to the United States this week included the first address by a Japanese leader to a joint session of Congress. Abe served as prime minister of Japan in 2006-07 and returned to the position in 2012.

'Working together'

On Tuesday, U.S. President Barack Obama said after a meeting with Abe that the two countries had made progress in trade talks on a massive 12-nation trade deal that would open markets around the Pacific Rim to U.S. exports. Both nations face domestic political obstacles to concluding the Trans-Pacific Partnership agreement.

"This agreement would expand the coverage of the free trade agreements for both Japan and the U.S. substantially," said Stanford economist Takeo Hoshi, director of the Japan Program at the Shorenstein Asia-Pacific Research Center, in an interview. "The U.S. and Japan have been working together to maintain peace and sustain economic growth in the Pacific Asia."

Hoshi said that Abe's visit to the Silicon Valley confirms that Japan is serious about transforming its economy from one based on exports to one focused on innovations.

"Going forward, we can learn a lot from Japanese experience and their reform attempts," said Hoshi, who is also a senior fellow at the Freeman Spogli Institute.

Hoshi spoke with The Associated Press just before Abe’s arrival to California, citing Silicon Valley as the ideal place for Japan to learn about innovation. He also joined KQED’s Forum to discuss the current state of the U.S.-Japan alliance. Later, he was interviewed by BBC Business about Abe's visit to Stanford.

Stanford Biodesign

Founded in 2001, Stanford Biodesign has pioneered a new training methodology in which interdisciplinary teams of engineers and physicians go through a rigorous process of carefully characterizing unsolved clinical needs before jumping to technology solutions.

For the Japan Biodesign program, the bulk of the educational activities will take place at the campuses of the partner Japanese universities.

Clifton Parker is a writer for the Stanford News Service.