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Marionettebot

基本信息
行业: 服装
媒体:网络
投放:日本
风格: Minimalism
说明cnen
Describe the brief from the client
While selling online grows, Japan’s largest apparel store United Arrows Green Label Relaxing wanted to make better use of its tangible assets – and bring people into the store to experience the brand firsthand. We decided to re-invigorate that old media of fashion – the show window. The core target was ‘20-something fun-seeking shoppers’ out and about looking for fashion. Our objective was to create a complete campaign to engage customers on the street, motivate them to shop, and encourage sharing online. Our solution was an interactive experience - the world’s first interactive mannequins incorporating Kinect sensor technology into a marionette.

Promotion Development
With the spread of online shopping in the apparel industry in recent years, people who buy things at stores are decreasing. People no longer “window shop.” Our objective, therefore, was twofold – one, we wanted to attract passersby to come in the store; people who are out shopping but may be just passing us by on their way to another shop. We wanted to change their behavior from pre-searched shopping to surprise and discovery shopping. Our second objective was to create buzz online to encourage new customers to come out and visit our store.

Results
Marionettebot took consumers by surprise with its fresh combination of marionette and robotics. People lined up in front of the store, and sales increased by 130 percent from a year earlier. The initiative created a great buzz on SNS, with the brand’s SNS media share increasing by 2,812 percent compared to that before the campaign. It gained an extensive media coverage and became a great success.

Relevancy to Product/Service
The core communication target was ‘20-something shoppers’ out and about looking for fashion.
The target consumers are fun seekers who have a very high digital literacy. Therefore, we aimed to develop a campaign using digital and entertainment that can generate WOM on SNS. In addition, we tried to strengthen brand engagement by providing the consumers with an interactive experience involving the store rather than simply showing the display. We also incorporated some sales promotion plans that directly contribute to sales so that it does not end up with just an entertainment.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户经理:
客户企划:
制片:
其他职位:Interactive Planner: Sachiko Oyamada
PM: Maiko Shimada, Yuri Hirano, Shota Kusayanagi
Technical Creative Director: Seiichi Saito, Rhizomatiks, Tokyo
Device Design, Programming: Motoi Ishibashi, Rhizomatiks, Tokyo
Device Architect: Yoichi Sakamoto
Senior Programmer: Takashi Suzuki
Visual Programmer: Hiroyuki Hori
Device Craft: Yukio Akiba
Device Programming: Tomohiro Akagawa
Web Designer: Hiroyasu Kimura, Rhizomatiks, Tokyo
Marionette: Shoichiro Matsuoka
H&M: Noboru Tomizawa
奖项
戛纳国际创意节 2013
铜奖 推广
Retail (Incl. Restaurants)
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