Godiva's hugging gesture this Valentine

The specially engineered mannequin rewards people for their hugs. Each hug is measured and rated using technology built into the mannequin. Every hugger receives a certificate rating their hug quality and a photo of them hugging the dummy is uploaded onto the Godiva campaign site and their personal Facebook page. Huggers also stand a chance to win prizes.

Interestingly, the tradition of Valentine’s Day is slightly different in Japan, in that women give gifts to men. One month later, on White Day, men reciprocate with gifts to the women. In Japan it is not very common to see physical displays of affection in public places and Godiva wants to change that, says Jerome Chouchan, MD of Godiva in Japan.

“The thinking behind the campaign is simple: make the participation component irresistible,” says Phillip Rubel, CEO of Saatchi & Saatchi Fallon Tokyo. “It breaks through the cultural status quo of Valentine gift giving in Japan and playfully encourages people to participate in the real world and online.”

The mannequin hugging booth will be seen at various Godiva stores around Japan.

Last year, Coca-Cola did something similar in Singapore by installing a vending machine at the National University of Singapore. In place of its logo, the vending machine said 'Hug me,' and instead of money, the machine responded to hugs. People had to squeeze the sides of the machine to win a free Coke. The campaign was created by Ogilvy & Mather.