This campaign was designed to directly communicate consumers online for them to play a key role of activating communications, rather than just conveying a one-way message. In addition, we could successfully generate product demands through the experience of this campaign.

It was designed to create one-and-only clothing design for each user by incorporating the technological function which allows users have fun to and use their creative intuition while participating. Through this campaign, users could naturally recognize and realize the value of manual work by cutting and pasting stationaries.

While it provided an opportunity directly to each user, they spread their own experiences online which added diversity and depth to this campaign.

When Consumers visited to our website, they could choose a favorite item out of ten such as T-shirt, dress, hat, etc. Then, they could choose a favorite pattern from six variations to design as they like. Finally, they could print it out and create clothes with stationeries.

Furthermore, we added a technological function of “designing with user’s voice” for kids to have fun and use their creative intuition while participating. The patter size was based on the volume of voice, and the color of pattern was based on tone of voice. This has provided unconventional design experience for kids!

Website access was 234 times more than usual, and over 25,000 families participated to this campaign. This campaign contributed business result by achieving dramatic increase on product shipments, 330% vs. YAG. While we could generate interests to the products, we could have achieved our primary communication objective to create an opportunity of using stationeries. In addition, this campaign was significantly cost effective gaining $1,000,000 worth of PR coverage to our actual investment of $80,000.