As a celebration of handbag company Kuipo’s 50th anniversary, a special project has become true in collaboration with fashion brand ANNA SUI and 7 mangas that represent Japanese pop culture.
Starting from product development phase of over 100 items, we supported the campaign in total from promotion planning to campaign assets production.
The products have been sold in several limited pop-up stores at major department stores and online. The campaign made a buzz and has been introduced in TV shows and several other media.
Idol group “Yumemiru Adolescence” was casted for the promotion, holding a 1 day event at a pop-up store held at Laforet Harajuku.
The campaign website was designed in a manga-like tone, featuring magazine tie-in campaign visuals with interactive widget. All product line-ups could be seen with E-commerce links.
As a viral promotion, “ANNA SUI 7MANGA hashtag campaign” was held at pop-up stores. When pop-up store visitors posted photos took at the special photo booth with “#annasui7manga” to Twitter or Instagram, they earned the chance to win exclusive presents.