The Brief

Takashimaya is one of the most famous department store in Japan, but was thought to be old-fashioned and young ladies didn't buy fashion items here. This spring, Takashimaya Osaka Store opened a new young lady's fashion floor which is on the 5th floor that is far from the entrance and people must come through still oldfashioned floors.

Creative Execution

We made mannequins as a media. Gokai sisters are 10 mannequins of white body and pink hair who have their own name and personality. We put them on the "gokai" floor. When people touch the mannequin's body with their mobile phone, Each mannequin has original action; Speaking, Ringing Handbell, Playing a Music Box, Lighting Her Eyes, Fortune Telling on Her Hand, and so on. At the same time, the one-touch link to the website of "gokai" appearsthe touching mobile phone. To add this, this experience let people take a close look at the fashion items the mannequins wear.

Describe the creative solution to the brief/objective.

In this against occasion, we must communicate this new floor to young ladies and increase sales. We focused on 3 key points. 1. Strong Fashion Character; we need a new symbol strong enough to rewrite Takashimaya's impression of young ladies. 2. Mobile Phone; young lady's most important communication item is mobile phone. 3. Osaka; we must communicate only to Osaka ladies who are especially like interesting things and especially tend to share their interesting experience with others. The answer is "gokai sisters"; The Interactive High-tech Mannequin Group. (gokai means "5th floor" in Japanese.).

Results

Many TV programs, newspapers, magazines and internet medias introduced "gokai sisters"; more than 70 minutes, more than 15 newspapers in total. On the opening morning, 1,000 of people who saw the medias and posters waited the first door opening. After they experienced "gokai sisters", their experience were shared by blogs, SNSs and talks. The numbers of mail magazine members reached twice as big as the goal. As a result, the total sales of "gokai" in first month reached about 4 million dollars, which is 165% of the sales of young fashion items a year before.