TOUCH & BLOOM

TitleTOUCH & BLOOM
ClientVISA
Product / ServiceVISA CONTACTLESS PAYMENT
CategoryA11. Consumer Services
EntrantADK Tokyo, JAPAN
Idea Creation ADK Tokyo, JAPAN
Production TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

The Campaign

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.

The Brief

Overall budget was 30 million JPY (=around 300,000 USD). 200,000 USD was used for developing a sakura storm device. 50,000 USD for hold the event, and 50,000 for website.

Creative Execution

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.

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

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.

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

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.

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.

Credits

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