Our creative concept was to emphatically present Tiffany charms’ elegant and edgy worldview from every angle. To this end, in our tie-up with the aforementioned mobile Internet site, we used as many flash movies as reasonably possible on the beginning pages of both the host and our own sites for a powerful visual impact that cannot be achieved by only using stills. By doing so, we successfully imprinted the intended image and the worldview of Tiffany charms on our target’s hearts. Images of the fashion show were also posted on our own site immediately after the show was over, along with proposals for creative ways to wear Tiffany charms accompanied by relevant photographs from various angles. After thus stirring the target’s desire to come up with their own unique ways to wear Tiffany charms, we changed our creative elements for our promotional e-mails to help facilitate attitude changes toward purchases.

Intended target reach achieved: 540,441 PV/week marked by the special Tiffany charms site designed to increase awareness.20% of 23,600 visitors to the Tokyo Girls Collection by girlswalker.com accepted the mobile concierge via a mobile reader. The site worked very well it motivated some to purchase right within the event site and also encouraged them to enter the store, helping significantly drive charm sales that were way over the sales goal during the period.