To attract a new generation of customers for the Fruit Gelato ice cream, Ice no Mi, we decided to create a CGI idol, 'Aimi' (named after the product), and stage her dramatic debut in a TV commercial.To guarantee Aimi's popularity, we let her join the most popular idol group in Japan, AKB48. Aimi's first appearance was on the cover of a popular magazine. After putting up posters for Ice no Mi with Aimi, we announced that she would be the main cast for the TV commercial. As a new member of AKB48 became the hot topic on the media, the TV commercial was finally aired. We waited for a week to announce that Aimi was a CGI composite of members of AKB48. At the same time, we started 'Oshimen Maker', a website that allows users to create their own idols by mixing facial parts of AKB48 members.

June 13th 2011:1. Aimi made the cover of a popular comic magazine (as an idol);2. Aimi's posters were posted around major stations (as Ice no mi's ad); 3. Aimi's introduction movies were shown in entertainment news, and on the exterior monitor (as an idol);4. Pictures of 'the Making of Aimi's Introduction Movie' are shown in entertainment news (as an idol);5. Aimi's audition sheet is disclosed on the website, Glico, the brand of Ice no Mi (as an idol).June 20th 2011:1. Aimi's secret is disclosed on posters around major stations; (In our original schedule, we had planned to air only a TV commercial, without revealing her identity. The response for Aimi was so dynamic, however, that we ended up airing a TV commercial disclosing her secret at the same time.)2. "How Aimi was Made for a TV Commercial" was shown on Ice no Mi's website.

- TV news reports: 94 programs;- News and magazines reports: 270 articles;- News websites reports: 1,158 sites;- 58,000 tweets, attracting 1m followers;- The Ice no Mi website received close to 74m views or 60% of the population of Japan. The promotional value of this campaign has come to roughly 3bn yen. Because of the campaign, sales doubled from the previous year.- In the end, we succeeded in rewriting Ice no Mi's old image of it being an outdated ice cream product to a new, exciting and challenging product with positive energy.