Creative Execution

An event was organized in which a new kind of image artwork is created with the participants becoming part of the digital art. A unique interactive mirror was developed with original motifs generated in the background in response to each person undergoing the experience, and beautiful images of the experience were spontaneously conveyed through SNS websites. We took care to ensure a precise balance between expressiveness and technical performance, respectively in the form of high-resolution, rich real-time video and comfortable interaction. We also endeavored to ensure that the the installation would be simple so that technical hurdles were low.

-Media impressions: 262,000,000 -Top of mind awareness: 30% increase -Purchase intentions: 118% increase -Key brand attribution scores *Make you feel attractive: 186% increase *Makes my hair shine: 79% increase -Twitter engagement rate: 422% compared to the plan The result is notorious. The results exceeded our expectations as listed above. In addition, accesses to the campaign website increased dramatically, reaching numerous target consumers in addition to those attending the event. Also, the event content was deployed a web movie, and earned extended reach. Results were satisfactory for both the brand and for the target audience/consumers.

The objective was to establish the perception among the target women that "LUX makes you shine" by developing an innovative communication. Other objectives were to increase top of mind awareness and purchase intentions. The target audience consists of women in their 30s. LUX was well known, but its mass image failed to convey to target consumers that its products belonged to their era. The unique insight was that in modern Japan, women enjoy posting on SNS websites to be praised from their friends. They wanted a stage within their daily life where they can shine. This was highly relevant to both the brand and the target audience. The brand needed means of communication through SNS because the target audience was not easily convinced through mass advertising. Instead, the brand created online buzz and discussions that helped to convey the message "LUX makes you shine."