Utilized Daikin's owned media - company car - and turn them into the brand mascot, Pichon-kun. Pichon-kun shaped cars traveled across Japan and Pichon-kun cars' whereabouts could be followed on Daikin's special website. This tailor-made branded cars attracted consumers as well as media and news outlets, gaining huge media publicity nationwide and became one of the most talked about topics on social media.