Design > Digital Design
360°VIRTUAL EXHIBITION ~MAJOLICASTLE~
BBMEDIA, Tokyo / SHISEIDO CO. / 2014
Overview
Credits
Overview
BriefExplanation
The key objective was to create new fans, as well as forge a deeper connection with existing fans.
The challenge was to recreate the live exhibition that was very popular amongst visitors that actually came, onto a web base.
Not just recreating it on the website, but creating new contents to keep fans interested, as well as keeping the design of the brand that is popular amongst many fans, in tune with the overall web design.
All these challenges were focused on how to make the viewers satisfied upon visiting the website and have them love the brand.
ClientBriefOrObjective
Majolica Majorca is a cosmetics brand that targets young women.
The brand has had enthusiastic fans since the brand was born ten years ago, through the intricate and original designs and craftwork.
To commemorate the 10th anniversary of the Majolica Majorca brand, an exhibition was held.
After the exhibition, there were numerous comments from fans that wanted to go but couldn’t.
From these comments, Shiseido set out to create a website that would enable fans to virtually experience the exhibition, special contents just for web, and to create new fans as well as strengthen the bond with existing fans.
Implementation
In order to make it easier to operate this 360 degrees site, which was made to feel like a castle, we made the mouse curser large, placed enlarge and contract buttons, a map of the site, and explanations of each room inside the screen to make it easier to navigate.
We designed a bird, the brand’s symbol, as a navigator through the site.
The bird was designed as an icon for moving forward, and when it’s feathers fluttered, it was a sign that the place was clickable.
These design features linked with the brand's unique image and storytelling.
Outcome
10 thousand people visited the actual exhibit, but the site generated 17 times that, with 170,000 views.
The average time a visitor spent on the site was about 10 minutes, with only 15.68% of visitors leaving instantly.
From these numbers, we were able to see that fans were able to spend a long time enjoying the site.
Before this site, there were many comments from saddened fans saying they were unable to go to the exhibit, but after the site was created, these comments were changed to comments of joy.
Products linked to this particular promotion were sold out.
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