The Campaign

We created a magical museum in an underground walkway, frequently used by our target audience. We used 4 sides of a pillar-shaped signage to create an illusion that the products were floating within the pillars, like a showcase of a museum. The brand’s storyteller, the “Majolica Bird” would fly through the different pillars to lead the targets through all the products on display. The target would receive a QR code that connected to a message, creating a personal connection between the target and the brand.

Creative Execution

We conducted the activation in an underground walkway of one of Japan’s busiest train stations, Shinjuku Station. The region is heavily populated by universities and colleges, and is frequently used by our target audience. It is also a place where there are 9 pillars of digital signage, covered on all four sides with screens, which was the kind of environment needed to execute the 3D illusion.

Results

It was picked up by Yahoo News, Japan’s most accessed site, as well as a variety of online media. Access to the brand website went up 187% compared to the month before. Brand’s sale lifted up 103.6%, compared to the year before.

Majolica Majorca is a Japanese cosmetics brand. The brand concept is “magically cute”. The 3D museum that magically appeared in every day life became a brand experience that brought the brand’s concept to life.

Our main target audience was young teenage girls, who didn’t have a connection with the Majolica Majorca brand before. They were young girls who were excited about the new school year starting in April, and were thinking of what kind of makeup they would try for their new start. Through preliminary research, we knew that the package design of the products was very well received by our target audience. The strategy was based on how we can showcase the brand’s strength of cute package design, to as many teenage girls as possible.