Category: Best integrated content campaign
Advertiser: LUMINE
Product/Service: LUMINE YURAKUCHO
Agency: DENTSU
Agency: DRILL
Executive Creative Director: Naoya Hosokawa (Drill)
Agency Producer: Tomonobu Yamazumi (Dentsu)
Agency Producer: So Moriyama (Dentsu)
Art Director: Tsubasa Kayasuga (Dentsu)
Planner: Ryouhei Manabe (Dentsu)
Planner: Teppei Moriguchi (Dentsu)
Photographer: Leslie Kee
Photographer: Colin Sokol
Technical Director: Saito Seiichi (Rhizomatiks)
Technical Director: Arikuni Keisuke (Rhizomatiks)
Web Programmer: Hiroyasu Kimura (Rhizomatiks)
Promotion Planner: Atsushi Misawa (Dentsu Tec )
Graphic Producer: Takayuki Sakuma (Amana)
Graphic Producer: Masayuki Kobayashi (Taki Corporation)
Copywriter: Marie Ono (Dentsu)
Copywriter: Mio Takase (Dentsu)
Copywriter: Eri Oshige (Dentsu)
Copywriter: Miho Azuma (Dentsu)
Copywriter: Yukiko Sato (Dentsu)
Film Director: Kosai Sekine (Glassloft)
Media placement: TV Campaign - TV Channels - 24-31 October 2011
Media placement: Websites - Onilne - 11 September 2011
Media placement: Facebook - online - 11 September 2011
Media placement: Twitter - online - 11 September 2011
Media placement: Outdoor - Outdoor - 11 September 2011
Campaign Description
Being sandwiched between Tokyo's most renowned fashion town, ‘Ginza’ and ‘Marunouchi’, the Yurakucho area has long been struggling against decline. Historically, many major department stores have failed in attempt to expand their branch in the area. In order for LUMINE to open a new fashion mall successfully, revitalisation of the whole town was thought to be the main challenge.
Effectiveness
With the objective to allow the concept ‘users create the trend themselves at LUMINE Yurakucho’ to take root, LUMINE Yurakucho ran an extensive mixed media advertising campaign. Many fashion style boards were displayed on street ad spaces around the Yurakucho area including the temporary enclosures at construction sites with real ‘like’ buttons aside, as well as on pre-opened Facebook page.
Consumers can choose any style they like by clicking ‘like’ on the Facebook page or pressing the ‘like’ button aside the style boards. The result were added up in real-time on the Facebook page. To maximise the expectation and create a topical gimmick, we invited women who had ‘liked’ their favourite styles for a fashion show featuring the most ‘liked’ clothes on the day of the opening.
Implementation
The approach was to inspire a deeper commitment and enthusiasm (to the campaign) by creating a structure that users can actually participate in by choosing ‘kawaii (cuteness)’, even if they did not know anything about Facebook.
Outcome
With before-the-fact enthusiastic backing and buzz on Facebook, LUMINE Yurakucho successfully attracted 300,000 people, selling over US$6.5m in the first 3 days. Also the media coverage reached up to US$42m.
The Yurakucho area has now became broadly recognised as one of the hottest spot in Tokyo and the flow of people has apparently been rejuvenated.