We carried out a campaign, using “nail art” which is a hot canvas for self expression among Japanese girls, as the hook. A website (PC and mobile) was set up where they could design their own nails and add a happy message to send to special people and to the world as “Nail Mail”. Graphics and movies using nails as the motif were unveiled in-train videos, large outdoor display screens, and station ads. Moreover, an event was held on Christmas Eve where “Nail Mail” submitted was projected on the wall of Lumine, covering the town in happiness. Nail Mail arrived from individuals to individuals, on the Internet, and to the town, spreading happiness to the world of Christmas.

Nails that girls love became a tool to give out happiness even to strangers in town, rather than just one-to-one to friends, loved ones, and family. Big, big happiness spread to the world of Christmas from girls’ tiny, tiny fingertips.Furthermore, one man used Nail Mail to make a sudden marriage proposal. This was a huge surprise to both us and the client. No. of visitors to the PC and mobile websites: 128.5% Sales at LUMINE EST Store: 107.9% *Both are year-on-year changes from 2007 to 2008.