First, we created teaser advertising using the capsule icon to indicate “the prescription” aspect, along with copy saying “Fashion is effective for ______ ”. The capsule wasn’t only a graphic icon but brought it out into the street near the new store in the form of vending machines that dispensed capsule-like containers.

Consumers would select a button on the machine indicating their inner problems or anxieties, such as “no good for romance,” ”I am bored,” or “have no aspiration,” etc. The machine then dispensed a capsule to the consumer that contained a mini-card explaining the concept of “Fashion Therapy” and a solution to his or her problem written on underwear.

On opening day, over 100,000 customers came into the new Marui, which subsequently averaged 70,000 customers per day for almost one month. We achieved 120% of the sales goal. The campaign is now considered the most successful ever produced in the history of Marui.