Recently, the number of sending Japanese traditional New Year’s Greeting Cards has been in decline. We focused on the insight that sending New Year’s Greeting Cards takes a lot of time and effort and created a sales promotion service on “LINE”, the smartphone chat app used by 1 out of every 2 people in Japan. We created a new experience that can instantly and automatically create New Year’s Greeting Cards only by chatting with POSUKUMA. As a measure that contributes to sales in one month in December, we made an early diffusion to increase users and made New Year’s Greeting Cards impression of “time-consuming” into “entertainment”. We contributed to the tradition of sending warmhearted New Year’s Greeting Cards.

We opened Japan Post’s official account, “POSUKUMA” (Japan Post’s official character), on “LINE”, the smartphone chat app used by 1 out of every 2 people in Japan. We created a sales promotion service that can create New Year’s Greeting Cards by chatting with POSUKUMA in the same way as you would when chatting with friends. Photos and videos that is sent to chat is instantly analyzed and automatically sent back as a New Year’s Greeting Card from over 1000 design patterns in only 5 seconds. The design you liked can be print ordered and sent directly to the receiver.

After release, it was massively shared on social networks because of the rich designs and entertaining interactions with POSUKUMA. It was covered on TV shows and news programs and the number of New Year’s Greeting Cards designed exceeded 10million in one month and individual buying rate of the card grew 117%.

6million

13.6million

200,000

117% increase since last year

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