The Brief

The tools we use to communicate are rapidly evolving. Ex.)twitter, facebook, LINE, Instagram etc... But which one expresses our true feelings? “TEA HEART” from Japan created a new service to help convey people’s feelings securing “TEA HEART” as a loved brand. We developed a unique aroma sharing service to compliment “TEA HEART” which is an aroma-obsessed brand.

Creative Execution

1.We developed a unique aroma sharing service to compliment “TEA HEART” which is an aroma-obsessed brand. 2.We succeeded in making a special brand experience that people drink tea with relax when they write and read letters.

Describe the creative solution to the brief/objective.

Convey your feelings which cannot be expressed by words, with aroma. “100 AROMA LETTER” We created the world’s first social gift service for people to send aroma by mail. 100 represents the amount of special blend aromas available to share. Through this WEB service, people can convert special feelings into an aroma which can be delivered to a loved one with a special message.

Results

1. 30 times more applicants than we expected. -We limit a seek to 1000 participants, but we received over 30,000 applicants. 2. Over 70% of users that received this mail answered that they want to buy “TEA HEART” in the future . 3. Executing the world’s first service, we gained a lot of attention. -Exposure equivalent to 20 million dollars -Covered by over 50 media outlets -Thousands of social voices