Creative Execution

We used Japan’s biggest smartphone chat app “LINE” which is used by 1 out of every 2 people every day in Japan. We developed a service that can instantly create rich New Year’s Greeting Cards in the same way as you would when chatting with friend by only using “LINE” app. Photos and videos that are sent to chat is instantly analyzed and automatically sent back as a New Year’s Greeting Card from over 1000 design patterns in only 5 seconds. The design you liked can be ordered and delivered as a real card.

After release, it was massively shared on social networks because “the cards designed are very funny” and “chatting with POSUKUMA is very fun”. It was covered on TV shows and news programs and the number of New Year’s Greeting Cards designed exceeded 10million in one month and direct orders from LINE exceeded 200,000. We contributed to Japan Post’s New Year Greeting Card designing app as well and individual buying rate of the card grew 117%. -Users 6million -Designed by LINE 13.6million -Orders from LINE 200,000 -Individual Buying Rate 117% increase since last year -Publicity Effect Websites:211 TV Shows:8 Newspapers:5

Japanese has tradition of exchanging exclusive postcards, New Year’s Greeting Cards to their friend and family. However, the number of people sending cards has been in decline since the peak in 2003 and people tend to send out dry cut-and-paste text messages via e-mail or SNS. We focused on the insight that sending New Year’s Greeting Cards takes a lot of time and developed a system that can instantly and delightfully design and print order as a New Year’s Greeting Card, not by writing by hand or using computers. By creating a new experience of making New Year’s Greeting Cards, we made users realize once again how fun it is to make New Year’s Greeting Cards and encourage them to purchase(print order) cards.