Rope Picnic(ロペピクニック) 2021/3実施
21SS SEASONAL CAMPAIGN 「ちゃんと、おでかけ。」。企画、デジタルプランニング、メディアバイイングを担当。
新しいクリエイティブ&プランニングを求められ、クリエイティブチームを一新して挑んだ。
シーズンビジュアル及び販促施策を提案。
「おでかけ」を標榜し、「ちゃんと」+「かわいい」をテーマに洋服を提供するROPE PICNIC。コロナ禍による世の中の自粛ムードを念頭に起きつつ、新しいシーズンをどうスタートさせるか?という課題があった。
そこで、外出自粛により、逆に出かけることの喜びや尊さを改めて感じているであろう生活者インサイトを捉えたキャンペーンを企画。おでかけを象徴する大きな"犬のバルーン"をビジュアルのアイデアに、ブランドらしいタグライン「ちゃんと、おでかけ。」を掲げた。
なおビジュアルはユーザー参加で完成する仕掛けに。ビジュアル発表までのティザー期間に、犬のバルーンをユーザー自らの”おしゃれして出かけることへの思い”(SNS投稿)で膨らませることができる「服らむ、プロジェクト」を開催し、参加者には、店頭やECで使えるクーポンを付与した。
Rope Picnic, 2012 SS, "Going out, properly" campaign - Hakuhodo Magnet was in charge of planning, digital planning and media buying. We were asked to come up with new creative and planning ideas, and took on the challenge with a completely new creative team. We proposed seasonal visuals and promotional initiatives for Rope Picnic, which adovocated "going out" and offered clothes with the theme of "proper" and "cute" in order to deal with the challenge of how to kick off the new season while taking into account the self-restricting mood caused by the Corona disaster. As a solution, we planned a campaign that captured the insights of consumers who would highly evaluate the joy and preciousness of going out. The visual idea was a large "dog balloon" symbolizing outings with the tagline "Going out, properly." The visual was designed to be completed by user participation. During the teaser period leading up to the release of the visuals, a "balloon project" was held in which users could inflate the balloon with their own "thoughts about going out in style" through SNS postings. The participants were given coupons that could be used in stores and the EC site.
CP: RYO HOZOJI/ AE: NODOKA KAWAMURA/ NAOMASA KAWASHIMA/ KENGO TERADA/ DP: KAORI YAMAKOSHI / CD+C: KOJI NOZAWA(HAKUHODO)/ CD+AD: KENTARO HARANO(HAKUHODO)/ D: SHOTARO TAKEUCHI(HAKUHODO)/ PR: KOJI TOGOE(HAKUHODO PRODUCTS)/ PH: MOTOKO FURUKAWA(HAKUHODO PRODUCTS)/ CPR: KENJI TAKEDA(FUTUREK)/ PM: SATOSHI YAMAZAKI(FUTUREK)/ WEB DESIGNER: AYANE HAIZUKA(FUTUREK)/ MODEL: MANA TAKASE