Using a new technology called drone that is likely to bring about change to the society, a challenge to bring about a new customer experience through the world’s first “Mid-Air Store” was made and actualized.

(Background)

Crocs Japan is a “casual lifestyle footwear brand” producing variety of products for various lifestyles under the brand theme of “Find Your Fun.” On March 5, 2015, new town sneakers with a lightweight feature, “Crocs norlin” was to be launched.

(Idea)

In order to communicate its concept of, “the experience of lightweight with surprise,” the world’s first “Mid-Air Shoe Store”, where an automatically controlled drone grasps the sneakers from a huge display stand and delivers them to the guests was set up.

1: On the iPad installed in the store, a guest touches the color of sneakers that looks attractive.

2: Automatically controlled drone flies up and grasps the sneakers in the chosen color.

3: Drone delivers the sneakers to the guest.

The intention was to maximize its lightweight feature as soon as they are taken in the hands. Trial and purchase at the site were also available.

On Feb. 4, test experiment set up in a warehouse was exposed to the media. 4 major TV stations in Japan came to report and aired the scene. Yomiuri Newspaper (9.1 million circulation) carried the subject as top article. It was also taken up as top article on Yahoo! news (monthly PV 10 billion) and over 200 media reported the activity.

On Mar. 5, 2015 the opening day of “Mid-Air Shoe Store”, 45 media gathered at the site and all major TV stations in Japan (NTV, TBS, Fuji TV, TV Asahi and TV Tokyo) aired the event (17 programs.) Asahi Newspaper (2.7 million circulation) carried this event as well as over 500 articles on other newspapers, magazines and the WEB site. The campaign had an earned media value of $13 million and PR Impressions of 122 million. There was no media cost for this project.

In order to actualize the world’s first “Mid-Air Store”, drone with arms to grasp the sneakers (electromagnet type,) drone’s automatic control program and order system were all originally developed during a half year period.

From Feb. 4, a WEB site was set up to demonstrate the drone grasping the shoes in a video image. Behind the scene story of developing the original drone was also shown. During the 4 days from Mar. 5 to Mar. 8, 2015, the world’s first “Mid-Air Shoe Store” was set up at Tokyo Midtown, one of the most exciting areas in Tokyo. Trial and purchase at the site were also available. Throughout the event period, images of the Mid-Air Store were sent out live to the world on You Tube. After the termination of the event, video image covering the event and visitors’ expressions of “experience of lightweight with surprise” was shown.

(Objective)

This year is the 10th year since Crocs Japan was established in Japan. Clog Sandals have become a popular, “everyone’s sandals”, since its release. Marking its 10th year, the objective was to increase awareness in the shoes category and revitalize the brand which have become more of a commodity item.

(Strategy)

When norlin is first taken in the hand, there is a striking impression with its lightness. After conducting research, insight obtained from the result was the feeling in people that, “although it is basic in design, it is extremely light and that gap is a surprise.” So it was decided that norlin’s unique point of sales is that product appeal and the conclusion was to provide a situation to maximize the experience of lightweight with a surprise.