“Become friends with “TESSERA”! Play with “TESSERA” anytime!”By offering thrilling contents on the “TESSERA” campaign website, which is accessed easily via mobile phone, our goal was to get the target to actively participate and experience the world of the “TESSERA” brand. (Since “TESSERA” is a shampoo with love as its concept, we developed contents about what young girls always have on their minds, i.e., love and hairstyles.) Since the girls began to form a friendly impression towards the brand as they voluntarily played with it daily as buddies, we succeeded in viral communication, triggering the girls to send e-mails to their actual, real-life friends, introducing them to the brand. “The mobile phone transforms into a “Talisman of Love”, complete with branding”.The mobile phone, which 2 out of 3 Japanese teenage girls own, connection to the Internet is possible, so it is firmly establishing itself as a communication medium through the use of websites. (Represented by services such as ”i-mode” from Japan’s major telecommunications company, NTT DoCoMo. Service to begin in the U.S. and Europe before the end of the year.) At home, school and during the commute, the girls look into their 4 cm square LCD screens and search for new information, play games, or exchange e-mail with their friends. They also enjoy the mobile’s ringing melody by changing it to that of their favorite singer. Taking all this into consideration, we designed the “TESSERA” campaign website so that the girls could download onto their display screen a “Talisman of Love”, designed exactly like the product package. This was a big hit, turning their mobile phones into a treasure that wished them success in love. Various other contents we developed were well-received, such as the game “Diagnosing Your Love,” using hearts, the brand symbol, as its key visual; “Lucky Hairstyle Fortune-telling”, with advice from “TESSERA”; and also photos and the commercial song of the character in the “TESSERA” commercial (a singer popular among teens) which could be downloaded. By realizing an interactive communication that was not possible through conventional media, a close relationship such as one between friends was built, and this achievement, or solution, could be called a world’s first. “Among the teenagers who participated in the campaign. 1 out of 3 purchased the product!”We conducted a campaign targeting Japanese teenage girls, using the mobile phone as the medium. To our target, the mobile phone is not merely a communication tool, but also a medium through which to express their emotions. It has the highest intimacy level among all media options. Through mobile phones, this campaign let the target experience first-hand the world of the TESSERA brand. As a result, we succeeded in having 140,000 people participate with 2,250,000 accesses. The post-campaign survey showed that 1 out of 3 participants actually purchased the product, resulting in a sales increase of 25% against the previous year. “Brand building by utilizing mobile phones: the brand world becomes part of our targets’ lives.”Teenage girls are the target of “TESSERA”, a shampoo from the major Japanese manufacturer, FT SHISEIDO, In recent years, the mobile phone has become an inseparable part of our target, and its presence in their life is likened to that of a good buddy. To them, the mobile phone is an object to love, as a child would love a teddy bear. TESSERA’s brand world consists of a myriad hearts on its package design, an exciting commercial song, a cheerful girl as the commercial character and rainbow-colored heart-shaped logo. By creating contents using these elements and offering them on the 4cm square LCD screen, we were able to make TESSERA brand an intimate friend for our young target.

“Among the teenagers who participated in the campaign. 1 out of 3 purchased the product!”We conducted a campaign targeting Japanese teenage girls, using the mobile phone as the medium. To our target, the mobile phone is not merely a communication tool, but also a medium through which to express their emotions. It has the highest intimacy level among all media options. Through mobile phones, this campaign let the target experience first-hand the world of the TESSERA brand. As a result, we succeeded in having 140,000 people participate with 2,250,000 accesses. The post-campaign survey showed that 1 out of 3 participants actually purchased the product, resulting in a sales increase of 25% against the previous year.