NTT Docomo's 'Handbag Interview' Campaign Exposes Customers

By: Omar Yusuf - Published: Oct 16, 2011 • References: & 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! Stats for Privacy-Ending Pictorials Trending: Older & Chilly
Research: 748 clicks in 240 w
Interest: 3.1 minutes
Concept: Handbag Interview
Related: 65 examples / 50 photos
Segment: Neutral, 18-55
Comparison Set: 24 similar articles, including: musical qr greeting cards, sliding puzzle smartphones, and euro-couture smartphones.