A tablet. It’s a brand-new device everyone’s talking about. However, its features are not yet understood by Japanese. And the best way to change their attitude is through word of mouth. It’s real. It’s trustworthy. And has the power to convince. There are many CGM sites such as Amazon, Facebook, and price comparison sites where consumer comments are openly available.

However, these sites are only seen by those who proactively collect information. Those who can’t imagine using a Tablet will never access those sites, nor the word-of-mouth. Our goal was to reach these people with low digital literacy and spread word-of-mouth among them.

Over 4.12m accesses.The campaign had US$1.6m -worth of media exposure.This web content received a big reaction from such social media as Twitter for its high quality compared to regular TV shows.Tablet market grew by 108% compared to the period before the show went on air.

Tablet devices soon became widely popular.