Takashimaya Co. Promo, Case study GOKAI SISTERS by Dentsu Kansai

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Industry Retail, Distribution & Rental companies, Department Stores & Shopping Malls
Media Promo & PR, Case study
Market Japan
Agency Dentsu Kansai
Executive Creative Director Tatsuya Tsujinaka
Creative Director Junichi Harima
Art Director Mamoru Ichino
Copywriter Kana Nakao
Designer Daisuke Hayafuji
Photographer Kei Ogata
Released March 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Date of First Appearance: Mar 2 2010 12:00AM
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Executive Creative Director: Tatsuya Tsujinaka (Dentsu Kensai)
Creative Director: Junichi Harima (Dentsu Kensai)
Art Director: Mamoru Ichino (Dentsu Kensai)
Copywriter: Kana Nakao (Dentsu Kensai)
Device Producer: Takashi Fujimoto (DGN)
Technical Direction/Device Programmer: Motoi Ishibashi (DGN)
Device Programmer: Takashi Shzuki (DGN)
Device Creator: Tomoaki Yanagisawa (Gadget)
Device Creator: Yukio Akiba (Gadget)
Device Creator: Akira Fujimoto (DGN)
Art: JIRO (Amazing School JUR)
Hair & Make-Up: Mai Endo (Amazing School JUR)
Photographer: Kei Ogata
Photo Retoucher: Kazuya Kuriyama (Creature)
Designer: Daisuke Hayafuji
Web Planner: Subaru Matsukura (1-10 Design)
Web Director: Michiko Kobayashi (1-10 Design)
Web Designer: Kiyoko Komeda (1-10 Design)
Flash Developer: Toru Takatori (1-10 Design)
HTML Coding: Shogo Matsuda (1-10 Design)
Media placement: Poster - Train, Station - 02/03/2010
Media placement: Web - Website - 02/03/2010

Results and Effectiveness
Many TV programmes, newspapers, magazines and Internet media introduced 'gokai sisters'; more than 70 minutes, more than 15 newspapers in total. On the opening morning, 1,000 of people who saw the media and posters waited for the first opening. After they experienced 'gokai sisters', their experience was shared on blogs, SNS and word-of-mouth. The numbers of mail magazine subscribers reached twice as many as the goal. As a result, the total sales of 'gokai' in first month reached about 4 million dollars, which is 165% of the sales of young fashion items a year before.

Creative Execution
We made mannequins as a medium. Gokai sisters are 10 mannequins with a white body and pink hair who have their own name and personality. We put them on the 'gokai' floor. When people touch the mannequin's body with their mobile phone, the mannequin animates itself as a thank-you for coming. Each mannequin has its original action; Speaking, Ringing Handbell, Playing a Music Box, Lighting Her Eyes, Fortune-Telling on Her Hand, and so on. At the same time, the one-touch link to the website of 'gokai' appears on contact with the mobile phone. To add to this, this experience lets people take a close look at the fashion items the mannequins wear. On the website, the mannequins have blogs and introduce information of fashion items and sales. They also send mail magazines to members. Before the opening day, the mannequins not only appeared on the posters, but also in a media press conference.

Insights, Strategy & the Idea

Takashimaya is one of the most famous department stores in Japan, but was thought to be old-fashioned and young ladies didn't buy fashion items there. This spring, Takashimaya Osaka Store opened a new young lady's fashion floor which is on the 5th floor that is far from the entrance and people must come through old- fashioned floors. To counteract this, we needed to communicate this new floor to young ladies and increase sales. We focused on 3 key points. 1. Strong Fashion Character; we need a new symbol strong enough to rewrite Takashimaya's impression of young ladies. 2. Mobile Phone; a young lady's most important communication item. 3. Osaka; we must communicate only to Osaka ladies who especially like interesting things and tend to share their interesting experience with others. The answer is 'gokai sisters'; The Interactive High-Tech Mannequin Group (gokai means 'floor' in Japanese.)