We dubbed our operation, “The PEEPHOLE into your wife.”We provided a "couple compatibility test"; for PCs and mobile phones for our target (couples searching for minivans) and had couples guess each other’s answers.Of course, higher the scores, the more 'compatible' the couple.Questions were simple yet deceptively ambiguous, to make sure that husbands wouldn’t be able to guess their wives answers correctly (6% of respondents answered all questions correctly in pre-tests).The purpose was to cause an innocuous spat (a 'Buzz') between the couples; we envisioned the wife joshingly berating her hubby to “think more about what I want.”

The operation, started before the product release, decidedly changed the targets minivan preference. In a way, husbands urge to “maintain his dignity” also became more compact.80% of the test respondents preferred choosing ‘what my partner wants,’ 70% held favorable impressions of FREED, and 60% expressed the intent to buy.Also, 70% felt the web contents helped improve their relationship.Coupled with the synergy from mass advertisement, we succeeded in accelerating ‘initial sales momentum.10,000 units were sold in the first two weeks, 2.5 times the monthly target.Strong sales continued thereafter, and FREED became the bestselling minivan in 2H/2008.