Results and Effectiveness

・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 Through this project regarding bra as 'Wearable Media', we increased the cognition of the brand message for the other products. We have also created new buying motivation for customers, and appealed the individuality of the brand.

Creative Execution

With the limited amount of budget, the most efficient method wasn't using mass media. We decided to regard bra as 'Wearable Media'. The most effective way was to draw target's interest with unconventional way. That's why we decided to evolve bras from a barrier between lovers into a tool that ensures true love. By doing this, we've created an opportunity to discuss about the importance of true love, and improved communication between lovers. Besides, 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. The concept movie has uploaded on YouTube, aimed to make a buzz on various media such as TV, newspaper and on web. We also offered a bra experience package.

Insights, Strategy and the Idea

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 so innovative. For the past decade, the most of competitive brands use same media to approach their customers, such as DM, Catalog, Flyers and Posters. Users tend to yearn the originality of media. In order to break such situation, we needed to create a new buying motivation by showing new possibility or value for the bra. We also needed to strengthen brand engagement by new bra experience. Ravijour is the lingerie brand with 12 branches within Japan, seeking for oversea expansion. Brand line is 'We do anything 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.