PAPER FASHION KIDS

TitlePAPER FASHION KIDS
Client3M JAPAN
Product / ServiceSCOTCH®
CategoryB08. Digital Design
EntrantASATSU-DK Tokyo, JAPAN
Entrant Company ASATSU-DK Tokyo, JAPAN
Advertising Agency ASATSU-DK Tokyo, JAPAN

Brief Explanation

We defined our goal to communicate creating the usage opportunity of stationeries at home among our target. To achieve this, we defined three KPIs, “maximize access to the campaign website,” “maximize participants to the campaign content,” and “maximize PR exposures.”

The Brief

The product was Scotch brand stationary products, such as scissor, utility knife, glue, scotch tape, etc. Target audiences are from pre-school to lower grades of primary school children and their parents. Our challenge was to tackle the issue of diminished usage of stationeries at home due to emergence of digital devices. Total budget for the campaign including production and media cost was approximately $80,000.

How the final design was conceived

To attract our target that makes full use of digital devices, we tackled our challenge by leveraging digital to provide real-life experience of using stationeries. We looked into the behavior of many parents photographing their kid’s and post it on SNS. We thought it would be fantastic to create an opportunity of developing photogenic kid’s item by using stationeries. We developed and launched the online platform, “PAPER FASHION Kids” for 2 months. It was a web-content that allows consumers to design their kid’s paper clothes, print it out from their home printer and create their own clothes using stationeries to be worn in real life. When consumers visited to our website, they could choose a favorite item out of ten such as T-shirt, dress, hat, etc., and then choose a favorite pattern from six variations design as they like, print it out and create clothes with stationeries. Furthermore, we added a technological function of “designing with user’s voice” for kids to have fun and use their creative intuition while participating. The patter size was based on the volume of voice, and the color of pattern was based on the tone of voice. This has provided unconventional design experience for kids!

Indication of how successful the outcome was in the market

Outcome for Brand ・It contributed business result by achieving dramatic increase on product shipments, 330% vs. YAG. ・Website access was 234 times more than usual, and over 25,000 families participated to this campaign. ・To our actual investment of $80,000, it gained $1,000,000 worth of PR coverage generating brand awareness to a wide range of people. Outcome for Consumers ・It successfully impressed needs and enjoyment of using stationery products. ・It contributed to enhance engagement of parents and kids through our interactive campaign design of participating together. ・It provided unconventional experience of their actual voices turn into design of their clothes.

Credits

Name Company Position
Yuta Kaneko ADK Creative Director & Planner
Tetsufumi Takei ADK Art Director & Designer & Planner
Tatsuhiro Yokoyama ADK Account Executive
Kazutaka Nakamura Wab Design INC. Web Director
Shigeru Yoneda Wab Design INC. Technical Director
Reiko Okuda Wab Design INC. Web Designer
Hirosumi Watanabe Wab Design INC. Web Designer
Hironori Chaki Wab Design INC. Web Engineer
Kumiko Takeda Freelance Dress Designer
Yusuke Watanabe HAT INC. Movie Producer
Takahiro Moriuchi HAT INC. Movie Producer
Makoto Nishijima REPHILL Sound Producer