The Campaign

BACKGROUND The Japanese deodorized underwear brand “Blue Pants”, which helps keep the fresh after-bath smell, was facing stagnant sales in a market where competitor brands were entering one after another. VIEWPOINT In Japan, the way to enjoy public baths is to be completely naked, without a bathing suit. In a public bath where clothing is removed from the body and everyone is naked, you cannot help being a bit conscious of others’ crotches and end up taking a glimpse. Although you cannot look straight at others walking around in the bathroom, you can look at their reflections in the mirror without being noticed. We took advantage of this psychology. IDEA We developed the “Blue Pants Mirror”, a device that uses people’s crotches as media. A sensor in the mirror detects peoples’ crotches and projects the Blue Pants over them. RESULT We installed this mirror that uses people’s crotches as media in public baths across Japan. As a result, this became an absolutely eye-catching piece of advertisement for all men. Furthermore, we succeeded in making it viral with videos and events for the experience. Featured in over 100 media, the news of this mirror instantly spread nationwide. The Blue Pants Mirror became a contributor to not only boosting sales of the Blue Pants, but also a pleasant surprise in Japanese public baths.

The Brief

The objective was to convey brand value and the unique product features to consumers and increase the sales of the Blue Pants.

Results

Featured in over 100 media, the news of this mirror advertisement instantly spread nationwide, with a value of over 100 million web impressions. Compared to the previous year, the Blue Pants sales increased over 108%. Furthermore, this became an absolutely eye-catching piece of advertisement that all men could not help but take a glimpse of. The advertisement also succeeded in sending a message to consumers that“Blue Pants” helps keep the fresh after-bath smell.

Execution

We created a unique advertisement in public baths, the “BLUE PANTS MIRROR”, which used people’s crotches as media. The project was executed at a public bath called “DAINI-HINODEYU” in Tokyo for one week starting on June 6th 2015. A Kinect sensor on the mirror, detects peoples’ crotches and projects AR images of the Blue Pants above it. We installed this mirror in public baths across Japan, making the project viral with videos and events for the experience. This became an absolutely eye-catching piece of advertisement.

The Situation

The Japanese deodorized underwear brand “Blue Pants”, which helps keep the fresh after-bath smell, was facing stagnant sales in a market where competitor brands were entering one after another.

The Strategy

The target of the project was new male customers. Because “Blue Pants” helps keep the fresh after-bath smell, we thought that using the time spent bathing was the most effective method to advertise. Therefore, we made a new and unique advertisement “BLUE PANTS MIRROR,” which was a contributor to not only boosting sales of the Blue Pants, but also a pleasant surprise in Japanese public baths.