Background

In Japan, more than 50% of households live separately from their parents. On the other hand, Japanese people have a custom of sending a bouquet of flowers to moms on Mother's Day. However due to COVID-19, 60% of people in Tokyo stayed home on Mother’s Day, and most families were not able to celebrate in person. Rakuten Ichiba, being the largest online shopping platform in Japan, created this bouquet design to allow family members who cannot meet in person to express their love and gratitude through this experience “Delivering the love of the sender”.

Describe the creative idea (40% of vote)

This special wrapping has a very simple design where we reverse the usual wrapping upside down and have a ribbon tied to the bag. We have developed three different sizes to accommodate the popular gifts for mothers from baked goods, to fruits and fashion accessories.

Describe the execution (40% of vote)

When mother receives the delivery and opens the box expecting to see the usual wrapping, she is surprised by the bouquet design, putting a smile on her face. This unique idea has received very positive responses from many customers. 

List the results (20% of vote)

We gained many positive responses from customers, saying that their mothers were delighted by such a wonderful gift. From the moment they received the gift they felt unwrapping the gift box and seeing the content inside, the design was able to deliver a memorable experience. 80% of the participating merchants responded that they would like to participate in this wrapping campaign again next time, providing positive feedback. In this result,  it was a seven-fold in traffic and a 30% increase in brand favorability when comparing users who accessed the special web page of Rakuten mother's day wrapping with those who did not.