Change people’s perception of precious metal recycling services from the service they use when gold prices are rising to those more accessible for anyone whenever they have unused accessories. We aimed to make many women aware of RE:TANAKA as the front runner in this area.

Success metrics were to increase the number of RE:TANAKA transactions even if the gold market was on a declining trend.

During a 3-month campaign, many women noticed that unused accessories lying dormant at home were Mottainai and found the value of these jewellery items with the simulator linked with market prices. Then, they used the precious metal recycling services in RE:TANAKA stores regardless of market conditions. Also, women spread the importance and value of recycling unused jewelry among them in social media.

Although gold prices were on the decline, the number of transactions increased by 103% and transactions numbers increased by 121% compared to the three months before the campaign started.