NTT Docomo's 'Handbag Interview' Campaign Exposes Customers
Omar Yusuf — October 16, 2011 — Marketing
References: walkwithyou.jp & japantrends
According to 'Handbag Interview,' a new campaigning initiative by mobile giant NTT Docomo, the furnishings of a girl's purse will reveal a lump of information about her.
Having coordinated their efforts with with lifestyle magazine Tokyo Graffiti, Docomo launched an entertaining marketing campaign that sheds light on the people who buy and love their phones. The clutches of 57 unfortunate girls were emptied and their contents put on display, and small word bubbles on the campaign website explain the importance of each item. Because NTT Docomo sells lifestyle smartphones, the Handbag Interview campaign shows how each phone is tailor-made for the various demands of modern Japanese women. The message is simple: Whatever your fashion sense, style or age, there's a perfect phone for you!
Having coordinated their efforts with with lifestyle magazine Tokyo Graffiti, Docomo launched an entertaining marketing campaign that sheds light on the people who buy and love their phones. The clutches of 57 unfortunate girls were emptied and their contents put on display, and small word bubbles on the campaign website explain the importance of each item. Because NTT Docomo sells lifestyle smartphones, the Handbag Interview campaign shows how each phone is tailor-made for the various demands of modern Japanese women. The message is simple: Whatever your fashion sense, style or age, there's a perfect phone for you!
Trend Themes
1. Personalization Marketing - NTT Docomo's 'Handbag Interview' campaign shows how tailored features can be marketed based on the contents of a user's purse.
2. Transparency Advertising - The 'Handbag Interview' campaign by NTT Docomo displays the contents of a user's purse to showcase a transparent view of their target market's lifestyle.
3. Data-driven Campaigning - NTT Docomo's 'Handbag Interview' campaign utilizes data from the contents of a user's purse to recommend phones based on their specific needs.
Industry Implications
1. Fashion Retail - Fashion retailers can use the 'Handbag Interview' campaign by NTT Docomo as inspiration to market their products based on the contents of a user's purse in a personalized way.
2. Consumer Electronics - The 'Handbag Interview' campaign by NTT Docomo can inspire the consumer electronics industry to create tailored features based on user data to cater to specific needs.
3. Marketing and Advertising - The 'Handbag Interview' campaign by NTT Docomo can revolutionize marketing and advertising by utilizing personal data to create a more transparent and personalized approach.
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