We challenged to pack the products in a special edition delivery box designed and built to transform into one of popular movie characters, STORMTROOPER’s mask, to all of the ZOZOTOWN customers. Our challenge was to surprise users and give them joy, which was something more personal compared to the movie promotion.

The products were carried out to our chosen customers directly by our staff and the real STORMTROOPERS. We aimed for further awareness of the campaign by creating even more buzz with this special delivery events.

This campaign was executed in one month, starting from mid November 2015. “ZOZOTOWN” users during the campaign period received their orders in the special delivery boxes, which are designed to build a STORMTROOPER’s mask. This mask is made out of 12 parts printed on the surfaces of the cardboard box. The delivery box had to be within a fixed thickness to handle delivery processes. Therefore, each part was had a folding-line, so that the thick cardboard delivery boxes could be bended. We made 1.15million delivery this special boxes and all boxes were delivered to our users within a one month.

We produces 1.15million special boxes, and all of them were delivered to users within one month during this campaign. The fact that the delivery box were designed to be built into a STORMTROOPER’s mask was such an unique experience, the campaign was introduced by more than 40 medias such as the internet news, TV programs, newspapers and magazines. We obtained over 1million USD as media coverages, without spending any promotional costs. We were able to reach out to over 22million users. This campaign provoked a lot of responses from the users and many users wearing masks posted themselves on SNS.