|Product / Service||GREEN LABEL RELAXING|
|Category||A07. Point of Sale|
|Entrant||TBWA\HAKUHODO Tokyo, JAPAN|
|Entrant Company||TBWA\HAKUHODO Tokyo, JAPAN|
|Advertising Agency||TBWA\HAKUHODO Tokyo, JAPAN|
|Tomohiro Akagawa||atelier omoya||Device Programming|
|Yukio Akiba||gadget||Device Craft|
|Takashi Suzuki||buffer renaiss||Sensor Programmer|
|Hiroyasu Kimura||Rhizomatiks||Web Designer|
|Hiroyuki Hori||Rhizomatiks||Visual Programmer|
|Yoichi Sakamoto||Rhizomatiks||Device Architect|
|Motoi Ishibashi||Rhizomatiks||Device Design/Programming|
|Seiichi Saito||Rhizomatiks||Technical Creative Director|
|Shota Kusayanagi||Taiyo Kikaku||Production Manager|
|Yuri Hirano||Taiyo Kikaku||Production Manager|
|Maiko Shimada||Taiyo Kikaku||Production Manager|
|Hirotaka Tochihara||Taiyo Kikaku||Proucer|
|Koji Eguchi||Taiyo Kikaku||Proucer|
|Yukari Toyooka||TBWA\HAKUHODO||Accoount Executive|
|Akira Henmi||TBWA\HAKUHODO||Accoount Executive|
|Kanako Ishioroshi||Hakuhodo||Planner/Copy Writer|
|Sachiko Oyamada||TBWA\HAKUHODO||Planner/Interactive Planner|
|Katsuhiro Shimizu||TBWA\HAKUHODO||Art Director|
|Kazoo Sato||TBWA\HAKUHODO||Creative Director/Planner|
|Noboru Tomizawa||Hair Make|
We launched a campaign to innovate the show window – but not just to ‘digitize’ it – we wanted to bring it to life. We developed the world’s first interactive mannequins by incorporating Kinect sensor technology into a marionette. While show windows are less and less effective these days, we used the latest technology to turn the traditional media “show window” into a most innovative – and effective - medium.
With the spread of online shopping in the apparel industry in recent years, people who buy things at stores are decreasing. And even when people are out shopping, there is little news for them – they’ve already checked things online. People no longer “window shop.” Our main task was to attract passersby to come in the store; people who are out shopping but may be just passing us by on their way to another shop. Our second objective was to create buzz online to encourage new customers to come out and visit our store.
There have been an increasing number of apparel brand TV ads in recent years, and most clothing brands focus only on TV ad and promote no other campaigns. Against this background, our Marionettebot initiative took the market by surprise. We brought innovation to the storefront, instead of avoiding it or focusing on digital-only campaigns. As a result, the campaign attracted a great deal of attention from not only Japanese brands, but also foreign competitors and retail marketing industry.
Marionettebot took consumers by surprise with its fresh combination of marionette and robotics. People lined up in front of the store, and sales at the store increased 130% versus a year earlier. The initiative created a great buzz on SNS, with the brand’s SNS media share increasing by 2,812 percent compared to before the campaign. It gained an extensive media coverage and became a great success.