We created a web site with an extremely simple interface on which anyone can create their own Puccho-kun commercials, and conducted a contest whose winning entries were actually broadcast on TV as Puccho commercials. On the website, we increased attention of people making and watching commercials. And on the TV, we increased more GRP within the same budget as before. The goal of this campaign was simple: The sales of Puccho. We must keep Puccho’s market share. For that reason, we must increase GRP (gross rating point) without extra budget.