Cannes Lions

MARIONETTEBOT

TBWA\HAKUHODO, Tokyo / UNITED ARROWS GREEN LABEL RELAXING / 2013

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Case Film
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Overview

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Credits

Overview

Description

While selling online grows, Japan’s largest apparel store United Arrows Green Label Relaxing wanted to make better use of its tangible assets – and bring people into the store to experience the brand firsthand. We decided to re-invigorate that old media of fashion – the show window. The core target was ‘20-something fun-seeking shoppers’ out and about looking for fashion. Our objective was to create a complete campaign to engage customers on the street, motivate them to shop, and encourage sharing online. Our solution was an interactive experience - the world’s first interactive mannequins incorporating Kinect sensor technology into a marionette.

Execution

The strategy was to create a complete campaign that would engage potential customers on the street, motivate them to shop, and also encourage them to share the experience online.

The target consumers are fun seekers who have a very high digital literacy. Therefore, we aimed to develop a campaign using digital and entertainment that can generate WOM on SNS. In addition, we tried to strengthen brand engagement by providing the consumers with an interactive experience involving the store rather than simply showing the display. We also incorporated some sales promotion plans that directly contribute to sales so that it does not end up with just an entertainment.

Outcome

Marionettebot took consumers by surprise with its fresh combination of marionette and robotics. People lined up in front of the store, and sales increased by 130 percent from a year earlier. The initiative created a great buzz on SNS, with the brand’s SNS media share increasing by 2,812 percent compared to that before the campaign. It gained an extensive media coverage and became a great success.

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