MAKE IT A RUNWAY

Bronze Spike

Case Film

Presentation Image

TitleMAKE IT A RUNWAY
BrandPVH JAPAN LTD.
Product / ServiceTOMMY HILFIGER
CategoryA04. Consumer Durables
EntrantADK CREATIVE ONE Tokyo, JAPAN
Idea Creation ADK CREATIVE ONE Tokyo, JAPAN
Idea Creation 2 CHERRY Tokyo, JAPAN
Production GEEK PICTURES Tokyo, JAPAN
Production 2 GEEK SIGHT Tokyo, JAPAN
Additional Company PVH JAPAN LTD. Tokyo, JAPAN

Credits

Name Company Position
Hiroki Ishiyama ADK Creative One Creative Director
Fumiaki Takeuchi ADK Creative One Creative Director
Kenjo Ohashi CHERRY Art Director/Planner
Hiroaki Saito ADK Marketing Solutions Account Director
Muneyuki Motomura ADK Marketing Solutions Account Executive
Kazuki Okamura ADK Marketing Solutions Account Executive
Kanako Nakagawa ADK Marketing Solutions Agency Producer
Shuhei Shibue freelance Director
Mitsuaki Koshizuka freelance Cinematographer
Yuki Maeshima freelance Gaffer
Kosui Yamashina GEEK PICTURES Film Producer
Shogo Ishizuka GEEK SIGHT Film Producer
Yuka Nakano GEEK SIGHT Film Producer
Seiichiro Kanasaki morbido Casting
Kaoru Nirengi Phalaris Art
Hidehito Sato Phalaris Art
Eri Takayama freelance Stylist
Yoshiaki Komatsu nomadica Stylist
Mariko Adachi freelance Hair Makeup
Ikuko Shindo Shiseido Hair Makeup
Go Takakusagi Vanite Hair Makeup
WREIKO - freelance Choreographer
Ryota Kobayashi Omunibus Japan Color

Background

The brief was to increase the brand’s awareness among those in their 20-30s. In Japan, the brand’s awareness score had been decreasing three years in a row. This product category has high correlation between awareness and sales, therefore an action plan was needed to boost awareness to the equivalent of competitor brands such as Ralph Lauren and Burberry.

Describe the creative idea

An Instagram stories campaign was developed using the personal accounts of two celebrities. Ordinary moments in their everyday lives were shot in a way to make the location look like a runway, and new 15-second private fashion shows were shown every day for a week. Brand name and logo were hidden, only showing the two individuals casually wearing the brand items. The runways were set in various locations, such as their homes, a park, an old-fashioned Japanese boat, inside a train, a temple, and last but not least, in-store. Followers of the celebrities’ Instagram saw the stories and shared the campaign on other SNS such as Twitter & Facebook, with many users posting their own versions of the Runway video. Toward an audience who tend to be skeptical toward branded communication, this was an effective way to have them discover the link to the brand by themselves.

Describe the strategy

The main platform was Instagram, where many fashion targets are present. However, compared to other SNS users, Instagram users tend to be quite unsympathetic toward advertisements. The strategy was to sneak the brand into the users’ everyday access to Instagram.

Describe the execution

An Instagram stories campaign using two celebrities and their own accounts. Capturing ordinary moments in everyday life, making them look like a runway, new 15-second private fashion shows were shown every day for a week. Brand name and logo were hidden, only showing the two individuals wearing brand items.Their followers were soon sharing the posts. As the number of shares increased, people began to notice this could be a promotion for “something.” Then, the users themselves realized and posted that these are Tommy Hilfiger collections. The campaign created a phenomenon that symbolizes today’s communications; sharing from people to people.

List the results

Instagram users who saw the stories shared the campaign on other SNS such as Twitter & Facebook, and many users even posted their own versions of the video. Eventually, the campaign was even covered on TV shows. Results are the following: 14.5 million views/ $3.5 million equivalent PR exposure/ 0.4 million posts on SNS/ 180% sales compared to previous year Small runways on mobiles inspired a large audience, creating a huge fashion phenomenon.

Links
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