Results and Effectiveness

Result: The signage caught the attention of all the passengers, creating buzz on the web and even broadcasted on Japan’s largest national television, NHK. The audience reached over 13,960,000 people in total, creating a fad to wear the breezy mini skirt this summer.

Creative Execution

Tokyo City Government and the media team cooperated to create a new digital signage in Roppongi subway station. The media team and creative team interpreted Roppongi station platform into an attractive interactive media, so every passenger will not miss the signage. Roppongi is Tokyo’s number one hot spot for vibrant nightlife, so the signage changed fashion after 5 o’clock into a party dress. The famous girl model wearing the dress has never been shot in such a sultry sexy way as this, which also caught attention of the target audience. The idea was implemented on the day of sales for the summer issue of CanCam, to maximize the buzz and PR.

Insights, Strategy and the Idea

Brief: “CanCam” is a Japanese girls’fashion magazine, targeting the 18-22 years old University students. The magazine wanted to promote the new fashion trend for summer 2014, the breezy mini skirt. The goal was to create buzz and trend for “CanCam”, using the breezy mini skirt in a fashionable new way. Idea: Skirt_Flirt Use the train breeze to flirt the skirt, like the famous Marilyn Monroe photograph, with a modern touch. The digital signage on the train platform will detect the train entering and switch from a still fashion photo to a movie showing the mini skirt blowing in the gust of wind.