Title | TRUE LOVE TESTER |
Brand | RAVIJOUR |
Product / Service | LINGERIE |
Category | A01. Fiction: series or film |
Entrant | ORB-IT LIMITED Tokyo, JAPAN |
Entrant Company | ORB-IT LIMITED Tokyo, JAPAN |
Contributing Company | ORB-IT LIMITED Tokyo, JAPAN |
Contributing Company 2 | MATERIAL Tokyo, JAPAN |
Contributing Company 4 | TEAM PIRATES Tokyo, JAPAN |
Contributing Company 3 | RHIZOMATIKS Tokyo, JAPAN |
Production Company | KICHI INC. Tokyo, JAPAN |
Production Company 2 | ROBOT COMMUNICATIONS Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hirofumi Nakajima | Team Pirates | Creative Director/Art Director |
Motonori Sugiyama | Team Pirates | Creative Director/Copy Writer |
Kenta Ikoma | Team Pirates | Creative Director/Copy Writer/Interactive Planner |
Keisuke Shimizu | Team Pirates | Art Director |
Yo Kimura | Team Pirates | Art Director |
Satoshi Takahashi | Kichi | Producer |
Tomoyuki Ashinuma | ROBOT | Producer |
Takayuki Kamitani | ROBOT | Line Producer |
Yasuhiko Shimizu | S14 | Film Director |
Keiichi Nitta | Keiichi Nitta Studio | Cinematographer |
Seiichi Saito | Rhizomatiks | Technical Director |
Keitaro Shimizu | Rhizomatiks | Technical Director/Product Designer |
Sumito Kamoi | Rhizomatiks | Technical Director/Application Developer |
Kanta Horio | Freelance | Device Engineer |
Masataka Kimura | TASKO Inc. | Device Engineer |
Yoshito Onishi | Freelance | Application Developer |
Shuhei Kaminaga | ORBIT | Project Manager |
Ayumi Iguchi | ORBIT | Project Manager |
Yasuyuki Tatsunaka | Verygry | Ravijour Ceo |
Yuka Tamura | Verygry | Ravijour Pr Director |
Recently in Japan, when the companies provide a Branded Entertainment, they tend to be very nervous about the negative response from social media by the audiences. Once the negative comments heats up on the social media, mass media responses to disperse the heat, could cause the serious damage towards the company. This causes companies to avoid the 'Edgy' Branded Entertainment, especially then the mass media is involved.
In any period, bras have been making improvements to help women who desire to solve their worry and to be more beautiful. However, recent bra market has not been innovative, most of the brand has same method of push-up with similar design. Ravijour is the lingerie brand with 12 branches within Japan, seeking for oversea expansion. In order to break such situation, we needed to strengthen brand engagement by new bra experience. The project goal is to impress their brand line 'We do anything for women.' to consumer's mind, which means Ravijour is only one brand considering that women's lingerie should not be to please men, but always for women. The brand target is women in their 20s, and those women tends to be afraid of being betrayed or disappointed by men. They want to seek true love and achieve peace of mind. We aimed to create opportunity to discuss about 'true love' in a way that only Ravijour can do, and challenged to create product improving communication between men and women. We offered a bra Live Experience package held at 5 luxury hotels in Japan. Using the latest technologies, we decided to evolve bras from a barrier between lovers into a tool that ensures true love. To develop product, we explored effect of true love on heart rate with careful monitoring of many actual couples, by teamed up with doctors and psychologists. We've done experimentation to know how do women feel true love, and what situations make change of the heart rate. Also we calculated 'TRUE LOVE RATE', by comparing the difference of heart rates between situation of love and others.
We enabled the audiences to purchase the 'bra Live Experience package' from the e-commerce website and stores. Also, from the various coverage on media such as TV, blog, website and social media, audiences could get information to make an entry for Live Experience event held at 5 luxury hotels in Japan.
This Live experience sparked conversation around the world and created an opportunity for people to think about the importance of true love. We proved that a bra could support not only breasts but also relationships between women and men. We have also created a new buying motivation for the customers, and appealed the individuality of the brand. ・The project has been featured in more than 90 countries, ・which is over US$8,300,000 in Ad Value with US$0 investment in paid media. ・An enormous amount of tweets, shares, and comments on social media. ・The bra experience package sold out in less than a minute. ・The concept movie has reached over 5,000,000 views on YouTube within one month.