| Title | TOUCH & BLOOM |
| Brand | VISA |
| Product / Service | VISA CONTACTLESS PAYMENT |
| Category | B07. Use of Events & Stunts |
| Entrant | ADK Tokyo, JAPAN |
| Idea Creation | ADK Tokyo, JAPAN |
| Production | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Fumitaka Takano | ADK | Creative Director |
| Ryusuke Dohi | ADK | Planner |
| Hiroyuki Kubo | ADK | Art Director |
| Nobuhiro Otsuka | ADK | Account Director |
| Hideo Inoue | ADK | Account Executive |
| Yuki Hiraishi | ADK | Account Executive |
| Masako Yamada | ADK | Account Executive |
| Daiji Yoshida | Tohokushinsha Film Corporation | Executive Producer |
| Asami Takata | Tohokushinsha Film Corporation | Producer |
| Naoko Obi | Tohokushinsha Film Corporation | Producer |
| Yusuke Koike | IMG SRC | Technical Producer |
| Masanori Mori | IMG SRC | Technical Director |
| Teruo Nakanishi | Freelance | Developer |
| Tatsuya Ishikawa | IMG SRC | Developer |
| Ryota Okiyama | TASKO inc | Device Engineer |
| Takeo Kitazawa | TASKO inc | Construction Manager |
| Ryo Inomata | TASKO inc | Assistant Engineer |
| Kenjiro Matsuo | Invisible Designs Lab. | Music Producer |
TOUCH & BLOOM, a special installation to enjoy the beauty of the moment thorough touch payment, was invented. The "Sakura storm" symbolized the beauty of the moment, rarely experienced even during the cherry-blossom season. A special experience device was created at Nijo-jo Castle, in the heart of Kyoto. Participants put on special touch-payment wrist bands, immediately setting off a “Sakura storm” upon payment. The memorable moment was captured by a high-speed camera for sharing.
This project utilized the latest contactless payment system by VISA. Payments would trigger a special cherry blossom experience. Visitors wore a special wristband and entered the booth. Touching the terminal in the booth would complete the payment for their donation. Upon completion, a sudden burst of cherry blossom petals would fill the booth, rewarding them for the donation made. This moment was captured automatically by a hi-speed camera installed, and was quickly turned into a special short clip with music for the visitors to share on SNS.
Participants could not hold back their emotions when showered with flower petals. Movies recording the reactions, could be easily shared and spread on SNS, leading to wide media coverage and higher recognition of Visa touch payment. This unique experience attracted 5200 visitors, 3.5 times more than expected, and payments turned-into donations for the cherry-blossom trees, reached 185% of the initial goal. The event was so successful, it is planned for further extension, throughout Japan.
This campaign succeeded in providing a new touchpoint and reaching a wide-ranging target for the brand’s latest payment technology through new use of an immersive experience designed in a fun way. The reactions shared and spread on SNS, leading to wide media coverage and higher recognition of Visa touch payment.
For VISA, this event turned out to be a touchpoint for their contactless payment, reaching a wide-ranging target. Sponsoring an event for young and old who treasure the beauty of cherry blossoms, was a strategic effort to raise the brand presence among those who would otherwise have little interest in the newest payment technology.