This was making its rounds on social media – clearly, as a testament to the viral nature of project.
Suumo is the biggest real estate information agent in Japan. Suumo was looking to build brand leadership when its agency HAKUHODO Kettle Tokyo challenged the company to meet the needs of a very unusual customer – the hermit crab.
The resulting initiative was called, “Shell We Move?”
The initiative was a collaborative between Suumo and Tokyo University of Marine Science and Technology to develop the perfect house for hermit crabs; especially since suitable seashells for hermit crab use were dwindling in Japan due to environmental degradation. The resulting solution was not only effective for the brand (increased purchase intention for the brand to 120%), it was also a useful and impactful, environmentally-friendly solution.
The alignment to the brand proposition was perfect – hermit crabs are famous for being the “masters of living,” who keep seeking the comfortable houses throughout their entire lives. Suumo was then poised to provide new comfortable houses for some of the most challenging customers in the world – and even turn them into unwitting brand advocates.