Suumo, one of the top real estate information providers in Japan is targeting a strange, new customer: The hermit crab.
Hermit crabs spend their entire lives moving from one home to the next to accommodate their growth. And with their environment continuously shrinking from overpopulation, Suumo has designed little homes for them to move into, replacing litter like bottle caps. Using biodegradable materials, such as starch which causes no harm to the environment, Suumo placed these special shells on beaches around Japan and waited for their first little customers to move in.
The experiment was a success. Hermit crabs began leaving their literal trash homes for these new, comfortable Suumo shells.
But it wasn’t just for the sake of the crabs and the beaches. These shells, with the Suumo logo printed on the side of each, became the brand’s unique marketing strategy. News of the hermit crabs in their specialized Suumo shells took social media by storm, creating a lot of buzz for the real estate company, proving Suumo provides comfortable housing for any customer.
On top of that, the project was shown to the Oceanographic Society as an “innovative ecology protection act.”
As a result, the intention of customer purchases for the brand increased 112%, furthermore driving home their slogan, Suumo provides the ideal home to all customers.