LET'S MAKE IT! STORMTROOPER'S MASK

TitleLET'S MAKE IT! STORMTROOPER'S MASK
BrandZOZOTOWN
Product / ServiceZOZOTOWN
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantSTART TODAY Chiba, JAPAN
Idea Creation START TODAY Chiba, JAPAN
PR START TODAY Chiba, JAPAN
Production START TODAY Chiba, JAPAN

Credits

Name Company Position
Daisuke Sato START TODAY CO., LTD. Art Director
Hiroaki Endo START TODAY CO., LTD. Creative Director
Nana Ono START TODAY CO., LTD. Designer
Takashi Taguchi START TODAY CO., LTD. Designer
Hiromichi Kitada START TODAY CO., LTD. Account Manager
Eri Miyata START TODAY CO., LTD. Account staff

The Campaign

We challenged to pack the products in a special edition delivery box designed and built to transform into one of popular movie characters, STORMTROOPER’s mask, to all of the ZOZOTOWN customers. Our challenge was to surprise users and give them joy, which was something more personal compared to the movie promotion.? The products were carried out to our chosen customers directly by our staff and the real STORMTROOPERS. We aimed for further awareness of the campaign by creating even more buzz with this special delivery events.

Creative Execution

This campaign was executed in one month, starting from mid November 2015. “ZOZOTOWN” users during the campaign period received their orders in the special delivery boxes, which are designed to build a STORMTROOPER’s mask! This mask is made out of 12 parts printed on the surfaces of the cardboard box. The delivery box had to be within a fixed thickness to handle delivery processes. Therefore, each part was had a folding-line, so that the thick cardboard delivery boxes could be bended. We made 1.15million delivery this special boxes and all boxes were delivered to our users within a one month.

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

We produces 1.15million special boxes, and all of them were delivered to users within one month during this campaign. The fact that the delivery box were designed to be built into a STORMTROOPER’s mask was such an unique experience, the campaign was introduced by more than 40 medias such as the internet news, TV programs, newspapers and magazines. We obtained over 1million USD as media coverages, without spending any promotional costs. We were able to reach out to over 22million users. This campaign provoked a lot of responses from the users and many users wearing masks posted themselves on SNS.

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

We executed a new promotional campaign for the largest fashion online shopping site in Japan, “ZOZOTOWN”, which has over 10 million users by using the delivery box. We designed a special STAR WARS edition of the “ZOZOTOWN” delivery boxes within one month after the movie, STAR WARS: THE FORCE AWAKENS released. “ZOZOTOWN” users during the campaign period received their orders in these special delivery boxes, which were designed to build a STORMTROOPER’s mask. Our challenge was to surprise users and give them joy, which was something more personal compared to the movie promotion, and wouldn’t be cost heavy.

Many “ZOZOTOWN” users are in their 20’s and 30’s and familiar with the cultures of movie as well as fashion. We usually deliver the products packed in the cardboard box to customers and deliver over 1milion boxes every month only within Japan. This campaign was for our users to have fun by using the delivery box. We designed the special box which can transform into the STORMTROOPER’s mask. The products were carried out to our chosen customers directly by real STORMTROOPERS and we aimed for further awareness of the campaign by creating even more buzz with the special delivery events.

Links

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