We aimed to utilise the characteristics of ski lift media by using the empty lifts that come down on the other side while you are going up. We designed the 7 minutes on the lift into a deep inevitable experience of Nikuman through employing a “Quiz Format” in which all the answers add up to “Imuraya’s Nikuman”, revealed at the final pillar right before you get off the lift and head to the cafeteria to get one!

Imuraya was satisfied with their +100% increase in sales at the ski resort, PR, WOM, brand image, and moreover the consumers were happy to see the ad over and over again. Through tough negotiation, we developed a new media: very reasonable cost with fascinating effect.