The Brief

・Objective LIVING & DESIGN is a trade exhibition for companies of furniture and interior products business. However, we found it necessary to publicize the exhibition to common consumers who have interest in furniture and interior products, and developed a PR strategy focusing on “contribution to society with chairs."

Describe how the promotion developed from concept to implementation

・Creative Solution We randomly exhibited the Yellow Chairs created by various major creators and interior brands at 30 places in Osaka City including cafes, art galleries, and interior shops, and collected contributions for disaster victims in Tohoku earthquake. We aimed to fill the city with yellow color which is a symbolic color of happiness in Japan to familiarize people with LIVING & DESIGN and develop empathy.

Describe the success of the promotion with both client and consumer including some quantifiable results

・Results The project called a wide attention even among people with little interest in LIVING & DESIGN, and resulted in 300% increase in the number of visitors to the exhibition compared with a year before.

Explain why the method of promotion was most relevant to the product or service

・Creative Execution The impact to represent a familiar motif, chair, in yellow color, and the straightforwardness of the message, “A single chair would change the style of living, even the way of life.” turned out to be extremely effective. The essential concept of LIVING & DESIGN, “Changes of furniture and interior products will improve the value of life and the communication” was impressively communicated to consumers.