The Brief

For every woman "Heartbreak" is one of the biggest concerns. However, there has been no product that empowers women to take the first step to repair her broken heart. So 'Brandear',the online luxury resale, came up with the brand-new idea of "Broken Heart Box" for the women to overcome their lost love positively.

Describe how the promotion developed from concept to implementation

With "Broken Heart Box", women can sell everything that reminds her of her ex-boyfriend including old photos or letters. Also for every "Broken Heart Box" 100 yen will be donated to support couples in developing countries. This breakthrough service allows every woman to step forward to find the new romance by letting go of the past love.

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

For this brand new and positive healing process of "lost love", it was played up by more than 100 media. And, word-of-mouth has been spread among many women and reached 3,000,000 people through Twitter and Facebook postings. "Broken Heart Box" changed the negative feelings of lost love into positive ones.

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

Since heartbreak is a big deal for women, the service was widely spread by word of mouth. "Broken Heart Box" helped women heal their heart,clean the room. Most importantly, the negative feelings of lost love have been changed into positive ones.