Our mission was to draw more people to Tokyu Hands during a long holiday weekend when store traffic normally decreases.We created a game using the resources available in Tokyu Hands. The motto of Tokyu Hands is to encourage “handcraft”, and collecting insects is a popular hobby for kids in Japan. So Hands crafted Mushi (“Bugs”).The Campaign began when numerous Mushi started appearing all over the city.

A website was launched at the same time. The site revealed what “Mushi Battle” was all about. There was a specially made starter kit.

During the holiday, more than 3000 kids and their parents visited Tokyu Hands to create their own battling insects.

The children wished that their Mushi would win, battling on a custom made vibrating ring...And the parents wished to see their children smile.A lot of happy memories were created tied to the name of Tokyu Hands.

The original Mushi made by the children were posted on the top page on the website.More than 3000 types of Mushi were collected and shown on the “Mushi Encyclopedia”. It also functioned as branding for Tokyu Hands.