MAJOLICA MUSEUM

Bronze Spike

Case Film

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TitleMAJOLICA MUSEUM
ClientShiseido Japan Co., Ltd.
Product / ServiceMAJOLICA MAJORCA
CategoryG03. Digital Billboard
EntrantSHISEIDO Tokyo, JAPAN
Idea Creation SHISEIDO Tokyo, JAPAN
Idea Creation 2 BBMEDIA Tokyo, JAPAN
Media Placement METRO AD AGENCY Tokyo, JAPAN
PR METRO AD AGENCY Tokyo, JAPAN
Production BBMEDIA Tokyo, JAPAN
Additional Company FREAKOUT HOLDINGS, INC. Tokyo, JAPAN

The Campaign

We created a magical museum in an underground walkway, frequently used by the target audience. We used 4 sides of a pillar-shaped signage to create an illusion that the products were floating in 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

The activation took place from the end of February. The timing was made to coincide with spring break in Japan. It is a meaningful time in Japan, as April, after spring break is the start of the new school year in Japan, and a time where many young people express positive feelings toward a fresh new start. There is also data that shows students who are getting ready to start university start practicing applying makeup at this time. The activation was perfectly timed. Because of the exclusive “you have to be there” experience, the activation was shared through social media by the target audience of teenage girls. It took a total of 4 months, from planning to production, to execute.

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.

Through preliminary testing, we knew that the package designs of the products were very well received by our target audience. Shinjuku Station, where the activation took place, is one of the busiest stations in Tokyo, with many foot traffic by the target audience of teenage girls. The strategy was based on how we can showcase the brand’s strength of cute package design, to as many teenage girls as possible.

Credits

Name Company Position
Masato Kosukegawa Shiseido Co., Ltd. Creative Director
Tomoaki Yamura Shiseido Co., Ltd. WEB Director
Hisashi Narita Shiseido Co., Ltd. Art Director
Shoko Tanaka Shiseido Co., Ltd. Copywriter
Masato Yoshikawa BBmedia Inc. Executive Producer
Rei Sato BBmedia Inc. Producer
Nana Otoi BBmedia Inc. Producer
Ayuka Miyamoto BBmedia Inc. Production Manager
Hanako Hirokawa BBmedia Inc. Production Assistant
Satomi Takahashi BBmedia Inc. Director
Misato Oka BBmedia Inc. Motion Graphics Designer
Misa Matsukawa BBmedia Inc. Art Director
Yukiyo Yasutake BBmedia Inc. Designer
Kentaro Nakano BBmedia Inc. Technical Engineer
Anzu Yoshida BBmedia Inc. Digital Director
Tatsuya Inoue Metro Ad Agency Co., Ltd Business Development
Misa Nakagawa FreakOut Holdings, inc. Communication Designer
Tomomi Takahashi FreakOut Holdings, inc. Planner
Masashi Sasaki Freelance Cinematographer
Kazuya Takahashi DIGITAL GARDEN INC. CG Producer
Yuki Yamada DIGITAL GARDEN INC. CG Designer
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