TRUE LOVE TESTER

TitleTRUE LOVE TESTER
BrandRAVIJOUR
Product / ServiceLINGERIE
CategoryA01. Fiction: series or film
EntrantORB-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

Credits

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

The Campaign

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.

Results

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.