FRAGRANT MEMORIES FLOWER GIFT

TitleFRAGRANT MEMORIES FLOWER GIFT
BrandLES MILLE FEUILLES DE LIBERTE
Product / ServiceLES MILLE FEUILLES DE LIBERTE
CategoryF01. Consumer Products
EntrantDENTSU ISOBAR Tokyo, JAPAN
Idea Creation DENTSU ISOBAR Tokyo, JAPAN

Credits

Name Company Position
Isamu Tokiwa Dentsu Isobar Executive Producer
Takafumi Aihara Dentsu Isobar Creative Director
Takuya Nakanishi Dentsu Isobar Integrated Producer
Yuki Nishihata Dentsu Isobar Copywriter
Yosuke Kawasaki Dentsu Isobar Account Director
Hidefumi Miyahara ideaLump Technical Producer
Hiroaki Matsuoka REVORN Tech Lab Manager
Noriaki Koide REVORN Data Scientist
Masashi Imamura un-T system! Technical Producer
Tomoyoshi Kato un-T system! Art Director
Tomohiro Yamanaka un-T system! Front-End Engineer
Tsuyoshi Yoshida un-T creative media lab Interactive Director
Wataru Amano SIGNAL PR Producer
Shuhie Suzuki SIGNAL PR Director
Akiyo Kiyota SIGNAL PR Assistant Director
Miki Isogai SIGNAL Research Producer
Yoshiro Oku SIGNAL Research Producer
Daisuke Tomomatsu SIGNAL Researcher
Kazuhiro Narisawa Studio Gear Event Craft Producer
Hideto Sakai GrowEgg Event Producer
Toshiyuki Nakabachi alive promotion Event Producer
Yoichi Kasugai frasco Photographer/Film Director
Shidaka Gotou ideaLump Film Editor

The Campaign

Using elements of neuroscience, we created the world’s first memory-data mining technology to offer flower bouquets with the power to revive emotions. Unlike memories acquired through our other four senses; olfactory memories do not easily fade. These memories directly stimulate the limbic system and affect instinctive behaviors and emotions. With this in mind, we bridged scents and memories, – a phenomenon known as the Proust effect – with a database of vectorized scents, to successfully create bouquets of flowers that enabled recipients to vividly revive memories. Using an integrated memory database consisting of the scents, images, and language that form memories, it successfully performed data mining. Flowers have long been a traditional gift, and our innovations turned them into a present that can trigger memories.

Creative Execution

The campaign encouraged consumers to show affection to their loved ones by going live on November 17 and culminating on November 22, a day known in Japan as “Good Couples Day”, a day where married couples express their gratitude to one another. The experience was set in the upscale Marunouchi neighbourhood where customers were invited to try it in-store, bringing their mementos and placing them inside the memory data mining device to generate and purchase an entirely bespoke flower bouquet that could trigger those memories for their significant other.

Indication of how successful the outcome was in the market

The campaign generated outstanding results: Sales increased a whopping 300% on an year-to-year basis and hit the highest advertising equivalency value of 1 million US dollars, a historical record within the market segment. Fragrant Memories turned flower gifting into a deeply personalised experience, bringing together AI technology, data and human emotion to create a bond between loved ones and evolve a business model that has remained relatively unchanged over time.

Links
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