The Brief

〈Target〉 Pre-school & primary school children and their parents. (existing and new) 〈Objective〉 To create opportunities to use stationery (scissors, glue, tape, cutters, etc.) at home. 〈Strategy〉 By regaining the following two significant aspects that have been lost with the increasing usage of digital devices, we aim for the target to realize the value of a “hand-making” experience. 1. Conversations between children and their parents, due to the lack of communication. 2. Children’s creativity and imagination, due to the lack of “real” experiences outside of the digital world.

Describe how the promotion developed from concept to implementation

Our idea was to create a new service that provides children a “real” experience and help them regain communication with their parents. There were two key points in developing this service. 1. Attract our digital native target by creating a “search” entrance. 2. Provide hand-craft content to help children realize the importance of using your own hands, and spark conversation between their parents. With these points in consideration, we created the “PAPER CRAFT SEARCH ENGINE”.

Describe the success of the promotion with both client and consumer including some quantifiable results

Site access grew 530times more than before the campaign started. Word of mouth spread overseas and people from 85 different countries participated in this campaign. 316,532 searches were made, and in the end 78,352 families participated in paper-craft making. This campaign not only provided children a chance to use stationery products, but also a fun experience filled with smiles, and sparked conversation among families. The gained publicity was measured to be over 1billion yen, which is worth 10times the investment for this campaign.

Explain why the method of promotion was most relevant to the product or service

The PAPER CRAFT SEARCH ENGINE is a service that has a digital platform, providing users with diagrams of whatever they searched for. To answer the target’s needs, 300 original crafts were made. Moreover, by setting over 3,000 search keywords, we designed the system so it was easy for users to find what they wanted to make. The diagrams were printable using home-use printers, and designed to be made using scissors, glue, tape, and other stationery. Although this campaign started from a digital entrance, it naturally created an opportunity to use stationery by ending it with a “real” communication and experience.