| Title | TRUE LOVE TESTER |
| Brand | RAVIJOUR |
| Product / Service | LINGERIE |
| Category | B03. Consumer Products (incl. durable goods) |
| Entrant | ORB-IT LIMITED Tokyo, JAPAN |
| Entrant Company | ORB-IT LIMITED Tokyo, JAPAN |
| Advertising Agency | ORB-IT LIMITED Tokyo, JAPAN |
| Advertising Agency 2 | MATERIAL Tokyo, JAPAN |
| Advertising Agency 3 | TEAM PIRATES Tokyo, JAPAN |
| Production Company | KICHI INC. Tokyo, JAPAN |
| 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 |
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 hasn't been innovative, most of brand has same method of push-up with similar design. Ravijour is lingerie brand with 12 branches within Japan, seeking for oversea expansion. Target audience was drawn from new customers who were women in their 20s. In order to break such situation, we needed to create new buying motivation by showing new possibility or value for bra. We also needed to strengthen brand engagement by new bra experience.
Ravijour's brand line is 'We do anything for women.', 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 women who is in their 20s tends to be afraid of being betrayed or disappointed by men. They're always seeking true love and peace of mind. That's why we decided to evolve bras from a barrier between lovers into a tool that ensures true love. By doing this, we have created opportunity to discuss about the importance of true love, and improved a communication between lovers.
Target consumers are fun seekers who have a very high digital literacy. Therefore, we aimed to develop a campaign using digital and entertainment that can generate WOM in social media. Using the latest technologies and with the support from doctors and psychologists, we created a revolutionary bra. We also offered a bra experience package. Through this project, we aimed to increase the cognition of the brand message for the other products too, and to create a totally new motivation for buying the bra.
・The concept movie reached over 5,000,000 views on YouTube within one month. ・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. ・E-Commerce website raised access by 1,000% ・The bra experience package sold out in less than a minute. ・An enormous amount of tweets, shares, and comments on social media. 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.