MUJI | Lpat Resto

When people go shopping, to list down something that they need,

they use “,” until they make sure they have listed down everything.

But, when the “.” appears, it is a signal to announce to us they get “enough".

The idea
MUJI AEON MALL HÀ ĐÔNG
MUJI.
THE SPOT OF ENOUGH

We use the “.” after the brand name (MUJI.) to deliver the message:
“Every time you go there, all of your essential needs would be satisfied.”

Which means, if you are looking for your “declutter therapy”,
MUJI Aeon Mall Ha Dong is the spot of enough.

Stage 1: Teasing

From the " ", the influencer will tease and trigger users about the upcoming event from Muji by taking a photo posing their arms in the shape of a spot and drawing to fulfill this shape.

In the caption, they will share their thought about “declutter therapy” and awaiting from the new “spot of enough”.

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Stage 2: Consideration

02O ACTIVITY

The "Spot of Enough" illustration collection will be displayed on the wall at MUJI Aeon Mall Ha Dong store on the grand opening day.

Each user who comes to the event will be given a sticky note with a blank to fill in their personal thought and stick on the wall.

Activation Flow

MUJI Fanpage

KOL

Consumers

Launch illustration album “Spot of Enough".
CTA user to tag their friends in those photos.
Choose randomly 50 users who tag their friend under the post to give special Gift Set + Grab voucher.

Reshare the album and share their own decluttering moment at MUJI store.

Tag their friends into the album.
Call out their friends to visit the Spot of Enough for exploring the exhibition.
The winner will get Grab voucher & redeem Gift Set at offline store.