The Brief

Takashimaya Department Store’s brand spirit is “MORE TOUCH, MORE LOVE.” We hope the department store could become an ideal location for people to contact, interact, and most importantly, to feel love and warmness.

Creative Execution

OUR IDEA：SOLITARY SENIORS TO SANTA Since malls usually hire youths to dress as Santa as part of their vacation jobs, we thought it would be more meaningful to hire solitary seniors instead. After all, Santa has always been a jolly old man. There’s no better way to help these solitary seniors rediscover the love and happiness of interaction than to let them be the jolly old men to spread the joy of Christmas. Our task is to make solitary seniors believe there’s still a role for them in society. And help them overcome their fear of interacting with people.

Describe the creative solution to the brief/objective.

Our target consumers was middle-age group, who choose preferred department store largely based on its positive brand belief, they would shop at the preferred department store brand for the same merchandise.

Results

“I don’t have kids, but today, more than 100 kids hugged me tightly!” ― Qiulong Guo “I don’t know what to say, but all I know is I will never ever forget today.” ― Ciwen Tsao The solitary senior Santas were a hit with our patrons. We helped them remove the barrier that once made them fear interaction and gave them a sense of purpose. While they may have forgotten the last time they hugged or smiled at someone, this experience has made them remember the happiness they got from making someone else’s day. ★ In Taiwan, well-known artists, directors, bloggers and songwriter actively responded to campaign on social media. ★ It is expected that 4 other department stores will participate in this campaign in 2015. ★ After campaign, Takashimaya won 2nd place for department stores brand among 20 chain department stores ―「Global Views Monthly Magazine」 Poll