|Product / Service||D PROGRAM|
|Category||A04. Direct Response Digital Media|
|Entrant||HAKUHODO KETTLE Tokyo, JAPAN|
|Entrant Company:||HAKUHODO KETTLE Tokyo, JAPAN|
|DM/Advertising Agency:||HAKUHODO KETTLE Tokyo, JAPAN|
|Izumi Matsumoto||Siseido||Creative Director|
|Kentaro Kimura||Hakuhodo Kettle Inc.||Creative Director|
|Ken Funaki||Hakuhodo Kettle Inc.||Planner|
|Kazuaki Hashida||Hakuhodo Kettle Inc.||Planner|
|Sayaka Sakata||Hakuhodo Kettle Inc.||Planner|
|Motonari Kobayashi||Siseido||Art Director|
|Shoko Tanaka||Siseido||Copy Writter|
|Shou Akiyama||Light Publisity||Copy Writter|
|Toshi Morikawa||Hakuhodo Kettle Inc.||Producer|
|Tetsuro Hayakawa||Crusoe||Digital Planner|
|Daisuke Watanabe||Crusoe||Digital Planner|
|Ayabe Jinnouchi||Crusoe||Digital Planner|
Women developing sensitive skin are on the rise in Japan because of stress and irregular living and working hours. Unfortunately, promises for better skin results and new product features are no longer trusted by them. We found that what they really need is stability of their skin. How can we once again attract these target women for a re-launch campaign of Shiseido “d-program”, the skincare brand for delicate skin?
The best moment for a woman to think about her skin is when she is in front of the mirror, reflecting herself and watching how peaceful and stable her skin is. In fact, the most important thing for better skin is to watch, know and talk more about her skin in front of the mirror. We offered her an opportunity to have conversation with herself about her “Peace for Skin” and this opportunity let her be recommended by herself, not by others.
We developed an innovative and interactive touch point - ”Peace Mirror”. By simply uploading her photo, a 3D version of her face in the mirror moves, talks and blinks. We put them at sampling booths in major train stations. By answering 6 questions asked by herself, she can find out her skin type and receive the right product sample based on the result. Then, on her mobile phone, a 3D version of her face recommends her to try “d-program”, and on the website a beauty expert gives her daily advice through the mirror according to her skin diary.
The response of the “Peace Mirror” at the stations and on mobile phones led to the increase of visitors to the website, we acquired more than 800,000 PV in just 1 month. As a consequence, this campaign resulted in a sales increase of 29% from the previous year.