The Campaign

Our idea was to create a brand book in which lovers’ hands act as a picture book. In short, we selected hands to be the media. A couple becomes something special when their hands first touch. Their pledge of love, in the form of a ring, rests on their hands. And even when death is about to part them, one will surely hold the other’s hand to the very end. A couple’s story begins, flourishes, and finishes with hands. Hands, the ultimate media to express love.

Creative Execution

We set up a projection system modeled after a New York streetlight at Tiffany’s Ginza Signature store. When a couple put their hands under the streetlight, an animated story is projected on their hands. When two hands touch and open like a book, the story unveils itself by the sensor which detects their hand movements, At the conclusion of the story, the projector displays a wedding proposal and fits an engagement ring on the woman’s ring finger. We realized an original story with scenario options and autograph by each couple which is projected on hands at the end of story.

This experience successfully rebuilt engagement between Tiffany and the target. About 2,100 couples participate in the event in 6 weeks. At a peak period, waiting time required 5 hours, and we had to turn away 200 couples. Some people made use of the event to actually propose to their partner. By survey for experiences: - 71.5 % of the people had a favorable impression of the brand. - Triggered an intention to purchase in about 50% of the participants. - 58.6% of the participants shared their experience. Shared comments e.g. ?“ The story warmed my heart. It was a lovely experience.” ?” When we watched the scene where the couple fought and then got back ? together, both of us were moved to tears." ?" That's like Tiffany!! " ?" Hand meets Hand became our good memory " ?" I feel acutely realized importance of my boyfriend"

This event was not for promotion of jewelry, but for brand engagement. The people who experienced this event were able to re-acknowledge their love, and the experience provided wonderful memories for the couples. There were many comments on social media, such as “It became a great memory” and “I was grateful my partner was there.” There were also comments such as “Well done Tiffany” and “I love Tiffany.” Thus, Tiffany successfully deepened the bond with users by celebrating their love.

To create a bond between young people and the brand, we selected a digital strategy, a new domain of high interest for the target, even though Tiffany is a traditional brand. And even though it’s a digital strategy, we still used hands as the actual media. When their hands touch physically, lovers are touched emotionally, creating the most primal interaction between two humans.