MAN ON THE CURTAIN

TitleMAN ON THE CURTAIN
ClientLEOPALACE21 CORPORATION
Product / ServiceMAN ON THE CURTAIN
CategoryA04. Consumer Durables
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production DENTSU INC. Tokyo, JAPAN

The Campaign

Leopalace 21, "Security 1st. Apartment Management Company" presented a project "Man on the Curtain". In order to prevent home invasions, we developed 12 different projected images of a male silhouette to trick criminals. We carefully adjusted the movements of the silhouettes, so that they look real from the outside. The projector kits were given to female residents; all they had to do was to connect a phone to a projector and project the image on the curtain.

The Brief

The budget for content development was $90,000. Also we used about $7,000 for PR. Paid Media budget was 0.

Creative Execution

We designed 12 different projected images of a male silhouette and made projector kits. The main point in our work was to show the male silhouette as if the man was really there. We tested over and over to figure out, for example, how far the man should be standing from the curtain, how he should move to look natural, how his movements should be combined together, etc. Projector kits were given to female residents. The kits have been used roughly 36,000 times so far. We created the service which is available on the smartphone so that anyone can use it easily.

Describe the success of the promotion with both client and consumer including some quantifiable results

Professor Deguchi testified “having a man’s shadow on the curtain can greatly help prevent crimes for the residents.” Media impression with no ads was worth $2.71million The percentage of women who felt safe by using the kit was 97% The increase of brand trust in Japan went up to 82.5% The project not only became the most trending news in Japan, but also spread to global news, such as Reuters, Associated Press, and more.

Explain why the method of promotion was most relevant to the product or service

Leopalace 21, "Security 1st. Apartment Management Company" presented a project "Man on the Curtain". In order to prevent home invasions, we developed 12 different projected images of a male silhouette to trick criminals. We gave projector kits to female residents and had them project the images onto the curtains. This work is relevant for Brand Experience & Activation because the female residents experienced the brand through using the kits and felt safe living alone. Furthermore, the increase of brand trust in Japan went up to 82.5%.

Criminals tend to target the women living alone. We thought that we could prevent crimes if these women did not seem to be living alone. (Mr. Deguchi, a professor and criminal psychologist, said that this method could be very effective.) We also wanted to make sure the service is available on the smartphone so that anyone can use it easily. If women can live safely, women can be active in society.

Credits

Name Company Position
Oki Miichi DENTSU INC. Copywriter
Toshihide Kimura DENTSU INC. Creative Director
Takayuki Murano DENTSU INC. ArtDirector
Akiyoshi Kanoko DENTSU INC. Account Executive
Yosuke Mizumura DENTSU INC. Account Executive
Chisako Kimura DENTSU CREATIVE FORCE INC. Producer
Shunsuke Nakamura AOI Pro. Inc. Producer
Ken Ishii DAINICHI.CO.,LTD Producer
Takuma Aota DAINICHI.CO.,LTD Technologist
Ryohei Kumamoto AOI Pro. Inc. Director
Daisuke Takahashi freelance Photography
Takuya Kubo freelance Recording
Noriko Okada freelance Stylist
Takanobu Tsushima freelance Editor
Shigeo Yoshida DAINICHI.CO.,LTD producer
Miyu Suzuki Work up taki Co.,ltd. Designer
Yoshinori Itoh SEIBIDO Co., Ltd. Platemaking
Akira Funakoshi Platinum, Inc. PR planner
Links
Website URL