Brief Explanation

＜PROBLEM＞ “Norlin” are extremely lightweight town sneakers. However, the light weight feature can not be communicated and understood until they are actually taken in the hands. How can the “light weight” feature be communicated so that the sneakers will be picked up? ＜IDEA＞ FLYING SHOE STORE It’s a pop up store where the Drone delivers the sneakers to the customers as store clerk. The world’s first Flying Shoe Store was set up where an automatically controlled drone grasps the sneakers from a huge display stand and delivers them to the guests according to their requests. Trial and purchase at the site were also available. A drone with an electromagnet type arm that picks up the sneakers, automatic control program and order system of the drone using iPad were all originally developed from scratch.

The Brief

(Objective) This year is the10th year since Crocs Japan was established in Japan. Clog Sandals have become a popular, “everyone’s sandals”, since its release. Marking its 10th year, the objective was to increase awareness in the shoes category and revitalize the brand which have become more of a commodity item. (Strategy) When norlin is first taken in the hand, there is a striking impression with its lightness. After conducting research, insight obtained from the result was the feeling in people that, “although it is basic in design, it is extremely light and that gap is a surprise.”

Describe the success of the promotion with both client and consumer including some quantifiable results

On Feb. 4, test experiment set up in a warehouse was exposed to the media. 4 major TV stations in Japan came to report and aired the scene. Yomiuri Newspaper (9.1 million circulation) carried the subject as top article. It was also taken up as top article on Yahoo! news (monthly PV 10 billion) and over 200 media reported the activity. On Mar. 5, 2015 the opening day of “Flying Shoe Store”, 45 media gathered at the site and all major TV stations in Japan (NTV, TBS, Fuji TV, TV Asahi and TV Tokyo) aired the event (17 programs.) Asahi Newspaper, (2.7 million circulation) carried this event as well as over 500 articles on other newspapers, magazines and the WEB site. The campaign had an earned media value over $13 million and there were 125 million PR impressions all with no media cost.

Explain why the method of promotion was most relevant to the product or service

In order to actualize the world’s first “Flying Shoe Store”, drone with arms to grasp the sneakers (electromagnet type,) drone’s automatic control program and order system were all originally developed during a half year period. From Feb. 4, a WEB site was set up to demonstrate the drone grasping the shoes in a video image. Behind the scene story of developing the original drone was also shown. During the 4 days from Mar. 5 to Mar. 8, 2015, the world’s first “Flying Shoe Store” was set up at Tokyo Midtown, one of the most exciting areas in Tokyo. Throughout the event period, images of the Flying Shoe Store was sent out live to the world on You Tube. After the termination of the event, video image covering the event and visitors’ expressions of “experience of lightweight with surprise” was shown.