Why is this work relevant for Brand Experience & Activation?

Established to solidify the relationship between customer and brand, Daimaru is likely the first to launch a project designed to last 300 years. While many anniversary projects are designed to reflect on the past, this innovative project takes a peak into the future. The project's appeal lies in Daimaru's rich 300-year history, making it impossible for competitors, including e-commerce retailers, to imitate.

Background

Daimaru, a venerable Japanese department store chain, celebrated the 300th anniversary of its founding. Amid the game-changing rise of e-commerce and the flood of convenient shopping options, do Daimaru’s bricks-and-mortar department stores, which have stuck around for a preposterously long 300 years, still have meaning? Daimaru needed to show to the world the true value of the department store and the intrinsic value of the shopping experience itself.

Describe the creative idea (20% of vote)

We launched the 300 Year Closet, a project to preserve customers’ precious articles and memories for the next 300 years. We carefully selected articles and stories submitted by Daimaru customers, and we created handling and management manuals and 300-year certificates of custodial handover to guarantee the items are properly passed down over 300 years. This occasionally even required amending Daimaru’s internal regulations. The 300 Year Closet is exhibited and maintained at the newly renovated Daimaru Shinsaibashi Store. The 300 Year Closet does not save objects of historical value like an art museum; rather, it allows people to discover the value in the private memories of individual people. The 300 Year Closet signaled Daimaru’s readiness to continue providing customers with happy shopping experiences, something the company has valued since its inception, for another 300 years.

Describe the strategy (20% of vote)

What is possible only in a department store with history and real stores is to create close communication with customers and a happy experience that can be remembered forever, which cannot be achieved by shopping that pursues only convenience in modern times. That is why we decided to keep memorable items and pass them on with memories until 300 years later. We chose a groundbreaking approach to reach younger customers as well as older existing customers. In addition, because it is a department store that will continue forever, we plan to continue to appeal Daimaru's determination until 300 years later by displaying three items at the store once every 10 years.

Describe the execution (30% of vote)

Beginning in 2017 when Daimaru celebrated its 300th anniversary, the project took nearly two years to complete, a period necessary to ensure a secure custodial process. We first asked customers to share with us an item memorable to them, and the significance behind it. After repeated interviews, we chose 3 items which are to be kept by Daimaru for the next 300 years. Next, arrangements were made to ensure that their memorable items will be preserved. Procedures to maintain optimum temperature and humidity were put into place, and with the help of a museum, a handover manual was created to ensure that the procedure is kept in place. Of course, high-quality paper and ink were used, in order to maintain the integrity of the manual. At last, on December 26, 2019, the three items were exhibited at the newly renovated Daimaru Shinsaibashi Store, for the world to see.

List the results (30% of vote)

This unprecedented, 300-year long project caused a television and internet sensation, resulting in PR exposure valued at over 100 million yen. The project also put department stores back on the map. ・Covered by various media outlets including TV, news websites, social media, and magazines. ・Customers were reminded of the fact that there is so much more to shopping than simply making a purchase. ・Daimaru's customers, as well as each and every Daimaru employee realized the value that they provide every day. Daimaru's President, in his address to the employees at the start of the New Year, made a promise to continue to provide a wonderful shopping experience through the next 300 years by continuing the 300 Year Closet.