| Title | TRUE LOVE TESTER |
| Brand | RAVIJOUR |
| Product / Service | LINGERIE |
| Category | B02. 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 |
Ravijour is a popular lingerie brand whose purpose is 'We Do Anything 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. That's why Ravijour decided to evolve bras from a barrier between lovers into a tool that ensures true love. Using the latest technologies and with the support from doctors and psychologists, we developed a revolutionary bra that cannot be unhooked without true love. A built-in sensor reads the woman's heart signal and sends it to a special app via Bluetooth for analysis. The app calculates the True Love Rate based on changes in the heart rate. When the True Love Rate exceeds a certain value, the bra hook is unlocked automatically. We also offered a bra experience package. The concept movie has 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. The bra experience package sold out in less than a minute. This product sparked conversation around the world and created an opportunity for people to think about the importance of true love. Ultimately, we proved that a bra could support not only breasts but also relationships between women and men.
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. Also we have to make the brand unique, and differentiate from competitors. We aimed to create new buying motivation by showing new possibility or value for bra. Also we aimed to create opportunity to discuss about true love in a way that only Ravijour can do, and challenged to design product improving communication between men and women.
・The concept movie has 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. ・An enormous amount of tweets, shares, and comments on social media. ・The bra experience package sold out in less than a minute. 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.
We have been developing the TRUE LOVE TESTER for over six months since June 2013. Then we released the information and uploaded the concept movie on YouTube on 24 January 2014. The concept movie has uploaded on YouTube, aimed to make a buzz on various media such as TV, newspaper and on web. Furthermore, we developed the product so that it was up to the standard of daily-use level, in order to offer the bra experience package for customers. The package includes luxury hotel accommodation where couples can experience the bra. Through this project, we aimed to increase the cognition of the brand message for the other products too.
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. With the limited amount of budget, the most efficient method wasn't using mass advertisement, but to develop the product that can solve target's problem, and maximize effect by PR activities.
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, 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.