| Title | PAPER FASHION KIDS |
| Brand | 3M JAPAN |
| Product / Service | SCOTCH® |
| Category | A11. Data Visualisation |
| Entrant | ASATSU-DK Tokyo, JAPAN |
| Entrant Company | ASATSU-DK Tokyo, JAPAN |
| Advertising Agency | ASATSU-DK Tokyo, JAPAN |
| 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 |
When Consumers visited to our website, they could choose a favorite item out of ten such as T-shirt, dress, hat, etc. Then, they could choose a favorite pattern from six variations to design as they like. Finally, they could 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 tone of voice. This has provided unconventional design experience for kids!
Website access was 234 times more than usual, and over 25,000 families participated to this campaign. This campaign contributed business result by achieving dramatic increase on product shipments, 330% vs. YAG. While we could generate interests to the products, we could have achieved our primary communication objective to create an opportunity of using stationeries. In addition, this campaign was significantly cost effective gaining $1,000,000 worth of PR coverage to our actual investment of $80,000.
Our communication objective was to create an opportunity to use stationery products (utility knife, scissor, glue, scotch-tape, etc.) and induce consumers to purchase Scotch products. Our target audiences are from pre-school to lower grades of primary school children and their parents. Recently, they tend to use less stationary products at home due to emergence of digital devices. As for the unique insights and ideas, we decided to leverage digital as an opportunity for real-life experience of using stationary to tackle our challenge. We looked into the behavior of many parents shooting their kid’s photo and post it on SNS. Would it be fantastic to create an opportunity of developing photogenic kid’s item by using stationeries? We developed online platform, “PAPER FASHION Kids.” It was a web-content that allows consumers to design their kid’s paper clothes and print it out from their home printer which can be worn in real life.