Cannes Lions

BEAMS

DENTSU, Tokyo / BEAMS / 2012

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OVERVIEW

Description

This is an iPhone application produced by BEAMS Co.“BEAMS” is a major fashion brand of Japan. Their slogan is “Happy Life Solution Company.”In 2011, Japan has suffered many disasters like The earthquake and economic decline. They worried about the people of Japan losing their passion for dressing up. So, they tried to make all of Japan happy through this application.We made a service “Koi-Kuru” that brings “Unexpected Happiness” in an ordinary day. The name “Koi-kuru” means "love is coming" in Japanese.

First you answer 10 questions about yourself, then without having to do anything, it tells you there’s a potential person to date walking past you.On this application, you can “tease” the other person, and if you both tease each other, you can send a message on Twitter."Koi-kuru" uses GPS data and Japanese geographic data. When you go to the real BEAMS shop, you can get secret digital items. And after you got the items, you can send it to someone who has the potential to date.If you get reply from someone on this application, you can send a message via Twitter. Finaly, the number of encounters went over 7,000,000 in a month. And BEAMS exceeded its previous year's sales.

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