Being sandwiched between Tokyo's most renowned fashion town, ‘Ginza’ and ‘Marunouchi’, the Yurakucho area has long been struggling against decline. Historically, many major department stores have failed in attempt to expand their branch in the area. In order for LUMINE to open a new fashion mall successfully, revitalisation of the whole town was thought to be the main challenge.

The campaign was launched in July 2011 towards the opening day at the end of October. Facebook was used to maximise the target audience’s engagement with the campaign. Large posters of diverse fashion styles were displayed on the walls surrounding the store’s construction-site, targeting women who walked through Yurakucho. By placing a real-life Facebook 'like' button on each of these posters, women were given the opportunity to express which styles they liked. These buttons were synchronised in real-time with the online Facebook page, and allowed detailed information to be obtained about target preferences. Selected fashion trends were disseminated and spread through social-media.On the opening day, a fashion show was held featuring the best 'liked' fashions selected by the target audience. It was designed so that shoppers could purchase these modeled outfits on the spot.

All communications with the media were based on a unified message.

- Around 300,000 visitors in 3 days due to the building of anticipation and enabling target-participation in creating and diffusing fashion trends.- Over US$6.5m in sales.- Around US$42m worth of media coverage.- Revitalisation of the Yurakucho area through an influx of young people and through creating a new flow of people into a formerly stagnate 'gap' area.