SUNTORY BOSS COFFEE
'TOKYO HOUSE' CASE STUDY

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THE CHALLENGE

Build cultural credibility and brand fame for Suntory BOSS Coffee among ambitious Kiwi urbanites, giving them a glimpse of fast-paced Japanese culture and positioning Suntory BOSS Coffee as the go-to fuel for their busy lives.
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THE INSIGHT

Japan is a melting pot of creative go-getters and trendsetters, consistently topping travel destination trend lists around the globe; people want a taste of the real Japan.

But with lockdowns and restrictions, the bustling streets of Japan became a distant memory… Tokyo was indefinitely out of reach.

How could we leverage our cultural creds and Japan’s metro pace to fuel Kiwis’ need for escapism, all the while fuelling their busy lives?
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THE IDEA

Transport Kiwis to the streets of Japan by building an immersive, interactive and first-of-its-kind activation in the heart of Auckland dubbed TOKYO HOUSE.

24 HOURS

the event sold out—teleporting over 400 people to the streets of Tokyo across three days.

1.2M+

reach the first few weeks, extending Suntory BOSS Coffee’s key messaging nation-wide

365K+

video views across 3 x BOSS videos with Jun Arita, KATANA and Akira Ohki, cemented Suntory BOSS Coffee’s authenticity.

3.6K+

emails acquired for Suntory BOSS Coffee to extend their Suntory BOSS Coffee messaging and build upon the brand love we grew.

24 HOURS

the event sold out—teleporting over 400 people to the streets of Tokyo across three days.

1.2M+

reach the first few weeks, extending Suntory BOSS Coffee’s key messaging nation-wide

365K+

video views across 3 x BOSS videos with Jun Arita, KATANA and Akira Ohki, cemented Suntory BOSS Coffee’s authenticity.

3.6K+

emails acquired for Suntory BOSS Coffee to extend their Suntory BOSS Coffee messaging and build upon the brand love we grew.

Poster

Guests stepped through a bustling 3D Shinjuku alleyway featuring shop fronts, lanterns, Suntory BOSS Coffee vending machines and neon signage, and transported themselves to Shibuya’s iconic crossing in a 3-sided cyclorama room featuring a bespoke 10-minute video art piece.
Poster

Attendees immersed themselves in a larger-than-life Shinjuku mural with a live art performance by Japanese artist Jun Arita.
Poster

Despite an unexpected wave of Omicron and restrictions, we delivered a successful event—strategically adhering to government regulations with 50-60 guests per session. We placed Suntory Boss Coffee cans in the hands of busy, travel-hungry creatives, aligning Suntory BOSS Coffee with fast-paced, coveted Japanese culture
Poster

Our talent, Jun Arita, KATANA and Akira Ohki, were a crucial part of the success of the event. Their enthusiasm for the brand and infectious energy saw them all own their roles with ease and they became genuine brand advocates for Suntory BOSS Coffee.