Majolica Majorca: Majolica Museum [image]

Credits & Description:

Client: Shiseido Co., Ltd.
Agency: Shiseido Tokyo, Japan
Entrant: Shiseido Tokyo, Japan
Idea Creation: Shiseido Tokyo, Japan
Idea Creation 2: Bbmedia Tokyo, Japan
Media Placement: Metro Ad Agency Tokyo, Japan
Pr: Metro Ad Agency Tokyo, Japan
Production: Bbmedia Tokyo, Japan
Additional Company: Freakout Holdings, Inc. Tokyo, Japan
Creative Director: Masato Kosukegawa (Shiseido Co., Ltd.)
Web Director: Tomoaki Yamura (Shiseido Co., Ltd.)
Art Director: Hisashi Narita (Shiseido Co., Ltd.)
Copywriter: Shoko Tanaka (Shiseido Co., Ltd.)
Executive Producer: Masato Yoshikawa (Bbmedia Inc.)
Producer: Rei Sato (Bbmedia Inc.)
Producer: Nana Otoi (Bbmedia Inc.)
Production Manager: Ayuka Miyamoto (Bbmedia Inc.)
Production Assistant: Hanako Hirokawa (Bbmedia Inc.)
Director: Satomi Takahashi (Bbmedia Inc.)
Motion Graphics Designer: Misato Oka (Bbmedia Inc.)
Art Director: Misa Matsukawa (Bbmedia Inc.)
Designer: Yukiyo Yasutake (Bbmedia Inc.)
Technical Engineer: Kentaro Nakano (Bbmedia Inc.)
Digital Director: Anzu Yoshida (Bbmedia Inc.)
Business Development: Tatsuya Inoue (Metro Ad Agency Co., Ltd)
Communication Designer: Misa Nakagawa (Freakout Holdings, Inc.)
Planner: Tomomi Takahashi (Freakout Holdings, Inc.)
Cinematographer: Masashi Sasaki (Freelance)
Cg Producer: Kazuya Takahashi (Digital Garden Inc.)
Cg Designer: Yuki Yamada (Digital Garden Inc.)
Describe the campaign/entry:
We created a magical museum in an underground walkway, frequently used by the target audience. We used 4 sides of a pillar-shaped signage to create an illusion that the products were floating in a showcase of a museum. The brand’s storyteller, the “Majolica Bird” would fly through the different pillars to lead the targets through all the products on display. The target would receive a QR code that connected to a message, creating a personal connection between the target and the brand.
Creative Execution:
The activation took place from the end of February. The timing was made to coincide with spring break in Japan. It is a meaningful time in Japan, as April, after spring break is the start of the new school year in Japan, and a time where many young people express positive feelings toward a fresh new start. There is also data that shows students who are getting ready to start university start practicing applying makeup at this time. The activation was perfectly timed. Because of the exclusive “you have to be there” experience, the activation was shared through social media by the target audience of teenage girls. It took a total of 4 months, from planning to production, to execute.
It was picked up by Yahoo News, Japan’s most accessed site, as well as a variety of online media. Access to the brand website went up 187% compared to the month before. Brand’s sale lifted up 103.6%, compared to the year before.
Through preliminary testing, we knew that the package designs of the products were very well received by our target audience. Shinjuku Station, where the activation took place, is one of the busiest stations in Tokyo, with many foot traffic by the target audience of teenage girls. The strategy was based on how we can showcase the brand’s strength of cute package design, to as many teenage girls as possible.