All staff agreed on the need for a novel and innovative idea for introducing Smart Loop. The final idea was to create a massive grass logo by mowing it into a huge lawn. After months of research we settled on the town of Urahoro in Tokachi, Hokkaido. We got support from local residents and the mayor to rent a piece of land 1km in length.

We succeeded in gaining a wide range of media coverage, including TV, magazines, newspapers and websites for this world first and ad huge support from Urahoro’s residents. The returns from the media exposure were high and in one case it reached almost the equivalent of one hundred million yen in advertising costs. At the same time, Urahoro became famous across the country and the residents, including the mayor who helped with the mowing, were pleased with the results.