Title | PAPER FASHION KIDS |
Brand | 3M JAPAN |
Product / Service | SCOTCH® |
Category | B01. Use of Digital in a Promotional Campaign |
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 |
This campaign was designed to directly communicate consumers online for them to play a key role of activating communications, rather than just conveying a one-way message. In addition, we could successfully generate product demands through the experience of this campaign. It was designed to create one-and-only clothing design for each user by incorporating the technological function which allows users have fun to and use their creative intuition while participating. Through this campaign, users could naturally recognize and realize the value of manual work by cutting and pasting stationaries. While it provided an opportunity directly to each user, they spread their own experiences online which added diversity and depth to this campaign.
The emergence of digital devices has diminished stationery usage at home. Accordingly, our challenge was to create an opportunity to induce purchasing Scotch brand stationeries. Target audiences are from pre-school to lower grades of primary school children and their parents who make full use of digital devices. To attract them, we decided to tackle our challenge by leveraging digital and provide real experience of using stationeries. We looked into the behavior of many parents photographing their kid’s and post it on SNS. We thought it would be fantastic to create an opportunity of developing photogenic kid’s item by using stationeries.
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 stationeries. In addition, this campaign was significantly cost effective gaining $1,000,000 worth of PR coverage to our actual investment of $80,000.
We developed and launched the online platform, “PAPER FASHION Kids” for 2 months. It was a web-content that allows consumers to design their kid’s paper clothes, print it out from their home printer and create their own clothes with stationeries which can be worn in real life. When consumers visited to our website, they could choose a favorite item out of ten such as T-shirt, dress, hat, etc. Then, they could choose a favorite pattern from six variations and design as they like. Finally, they could print it out and create clothes with stationeries. Furthermore, we added a technological function of “designing with user’s voice” for kids to have fun and use their creative intuition while participating. The patter size was based on the volume of voice, and the color of pattern was based on the tone of voice. This has provided unconventional design experience for kids!