In this promotion, with each purchase of Roots canned coffee, the consumer gets access to 1 MANGA story on their mobile phone. Through tie-up with popular MANGAs, consumers can choose an episode to read from 100 titles, consisting of 25,000 episodes. By having blue-collar workers to enjoy Roots and MANGAs at the same time, this campaign contributed to heal their exhaustion during their breaks. The aim was to significantly increase the number of campaign participants and the amount of purchases in comparison with the previous campaign.

Campaign participants want to read episodes after episodes. And many blue-collar workers became addicts to the “1 Roots, 1 Episode.” campaign.As a result:1. The number of participants became 30 times larger comparing with the previous campaign.2. Repeat rate for this campaign was high and the number of participants continued to increase until the very last week.3. The number of purchases increased for the first time in 4 years (50million purchases).Many participants requested the campaign to continue. It will re-launch on March, 2011.