| Title | PAPER FASHION KIDS |
| Brand | 3M JAPAN |
| Product / Service | SCOTCH® |
| Category | B03. Use of Other Digital Platforms |
| 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 |
[Communication Objective] The emergence of digital devices in recent years has diminished the usage of stationaries at home. Under this circumstance, our challenge was to create an opportunity to use Scotch brand stationaries (utility knife, scissor, glue, scotch-tape, etc.) and induce purchasing the products. [Unique insights & Idea] Our target audiences, from pre-school to lower grades of primary school children and their parents, parents love to photograph their kid and post it on SNS. We decided to create an opportunity of developing photogenic item for kids by using stationaries. Accordingly, we developed the online platform, “PAPER FASHION 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 stationaries. In addition, this campaign was significantly cost effective gaining $1,000,000 worth of PR coverage to our actual investment of $80,000.
“PAPER FASHION Kids” was a web-content that allows consumers to design their “kid’s paper clothes” to be worn in real life. When consumers visited to our website, they could choose a favorite item out of ten, then choose a favorite pattern from six variations and design as they like, print it out and create clothes with stationaries. The custom-made clothes were photographed by parents and posted on SNS. Through SNS, it created conversation among their SNS friends and spread further. It was very topical among parents and even generated press coverage on mass media.
Target audiences are from pre-school to lower grades of primary school children and their parents who make full use of digital devices (they spend more time on digital compared to other media). To attract our target, we thought to tackle our challenge by leveraging digital to provide real-life experience of using stationeries.