Cannes Lions

KISS EYEGLASSES

GUNSROCK, Tokyo / BLINC VASE / 2015

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

Challenge: For us, It was a challenge to promote a small multi brand boutique of glasses as a unique boutique to Japanese society with a very low budget about ¥450,000.

Objective: Expand the name recognition of the boutique

Strategy: By producing, selling, promoting a new type of unique glasses having a typical purpose for use, it became an exclusive by itself. The product and the promotion video were picked up by some fashion websites, it lets people who are in the fashion industry, have interest in fashion, and know about "blinc vase".

Execution: The article about "Kiss Glasses" in fashion news website "Fashion Press" was re-tweeted 16,000 times in 2 days. Moreover, not only websites but also 6 TV programs such as NHK and Fuji TV etc. picked up the campaign in news programs. In Fuji's program, it said "Kiss glasses" became the No.1 word which was re-tweeted in a week. On YouTube, we uploaded the video. It has played for over 270,000 times without forced playing.The product has never been sold, but we accomplished our aim perfectly.

Execution

May 1st, 2014: Started taking a reservation "KissGlasses" for sale, launched the promotion movie

October 8th-22th 2014: Hold a party for getting order

We ran thiscampaign as we planned.

Outcome

vlinc vase was inundated with inquiries about the Kiss Glasses.( it was first time to get so much inquiries since vlinc vase has opened.)

TV:

9/30(Tue) NHK NEWS WEB "Tsubuyaki Big Date"

10/1(Wed) Fuji TV Mezamashi TV

10/2(Thu) Fuji TV Mezamashi TV aqua and Fuji TV Mezamashi TV

10/4(Sat) Fuji TV Mezamashi Doyoubi

- became best re-tweeted word in this week.

10/8(Wed) TV Asahi Morning Bird!

Fashion Web News:

9/30 Fashion Press

Tweet "15832times" fashion snap etc.

YouTube:

- It was played over 270,000 times.

October, 2014

Page views 33,617 (136% up before it launched)

On the internet, People says "Kiss Glasses represents "Ria Jyu"(which means the way to live their life with lots of fun).

The idea is very unique."

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