Creating a "buzz" by broadcasting a viral movie (in a TVCF style) during the midnight TV schedule on the night of 31st March and uploading the movie on YouTube secretly.Then on the 1st of April, displaying an enormous monument (10m in height, made of balloon) depicting the famous baseball player, also a brand character, Mr. Matsui in front of the Shinjuku Station where 3,640,000 passengers walk across (the world’s largest station in terms of passengers).By letting passers- by write their messages of cheer directly on the "BIG MATSUI", we created an event and successfully attracted massive amounts of media coverage.After the event, the monument with messages from the fan was delivered to the USA where Matsui is currently playing and living.

The face- to- face moment was broadcast widely to Japanese households, achieving more media coverage which enhanced the effectiveness of the campaign even more.

The campaign earned a massive amount of media coverage equal to 3,000,000 US dollars and increased product reputation by 22%. More specifically,17 TV Programs, 94 Newspapers, 68 Websites. And, what’s more, Matsui reached 1,000 hits and hit 150 home runs.