Title | MAJOLICA MUSEUM |
Brand | Shiseido Japan Co., Ltd. |
Product / Service | MAJOLICA MAJORCA |
Category | G03. Digital Billboard |
Entrant | SHISEIDO 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 |
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 |
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.
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.