BREATH-SYNC

ASATSU-DK, Tokyo / JAPAN POST CO. / 2017

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Case Film

Overview

Credits

Overview

CampaignDescription

In Japan, Christmas is seen as a holiday for couples to spend time together. However, traditionally Christmas is also supposed to be spent with your loved ones such as family, friends, and partners. During the Christmas season, every commercial facility attempts to lure shoppers through a variety of campaigns. KITTE, a commercial establishment in front of Tokyo Station, lured users to their site by providing a space in which people could experience the original values of Christmas.

Execution

The campaign featured a special device called “BREATH-SYNC” which allows users to experience the original values of Christmas while bringing them closer to that special someone who they are visiting the site with. The installation called for two people to stand huddled together and blow air onto the device in front of them at the same time to reveal a video. By incorporating the act of synchronicity involved in standing in the other person’s personal space?and blowing on the device at the exact same time, the campaign successfully managed to bring the users closer together.

Outcome

Today, social media makes us believe that we’re communicating with people, but we have gotten that’s precisely why we should value real-life connections.

?Number of visitors? Over 1,997,000 people in 31 days.

?Media exposure? Over $6,500,000

Strategy

In Japan, Christmas is seen as a holiday for couples to spend time together. However, traditionally Christmas is also supposed to be spent with your loved ones such as family, friends, and partners. During the Christmas season, every commercial facility attempts to lure shoppers through a variety of campaigns. KITTE, a commercial establishment in front of Tokyo Station, lured users to their site by providing a space in which people could experience the original values of Christmas.

Synopsis

In order to provide a special Christmas experience that no other commercial establishment offers, we brought the visitors closer together and made their day special , aiming for creating a hot topic and attracting customers.

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