Experiential | Outdoor | Digital | Social
Rakuten are Japan’s largest online retailer, dwarfing the likes of Amazon in terms of their size. Following a raft of pan-European acquisitions, we helped the brand gain a foothold in the UK through a combination of ATL campaign work and local activations. Our first PR activation involved the creation of a 50ft shopping bag, dropped into main city centres across the UK. This was then followed by the Superbag Tour, an entertainment property that turned the bag into an entertainment centre, showing films, giving away prizes via an interactive game, and helping Rakuten land their core brand proposition of “Shopping as Entertainment”.
DID IT WORK?
The Superbag Tour was incredibly successful as a marker for the brand. Brand recognition rose by 73%, and thousands of people signed up for the Rakuten customer programme via ambassadors on the ground.