Tokyo-based Fablic, the startup behind flea market app Fril, announced that it will start airing a TV commercial on Friday. Coinciding with this, the company will also launch a promotion campaign giving away costumes used in the commercial film.
Four actresses from Fuji TV’s popular drama series First Class – Erika Sawajiri, Kavka Shishido, Tomoe Shinohara, and Mirei Tanaka – are featured in this film, where they perform as close friends giving and taking their fashion items from each others.
The Fablic team said they do not intend to look into cross-marketing with the drama series but this casting makes it easier for viewers to understand the story’s background.
By casting high-fashion actresses, the company wants to present their vision and brand image to potential users through this campaign. Fashion magazine Numero Tokyo editorial director Sayumi Gunji and popular fashion stylist Tetsuro Nagase participated in creating the film.
Since its launch in July 2012, the Fril app has acquired over 2 million downloads, generating a monthly transaction volume of $5 million. The company fundraised about $10 million from Japanese internet companies like Cookpad and Colopl in September.