Our target has low interest in both the 3-dimensional idols (the real-life idols) and the 2-dimensional ones (in manga and animation). So we developed a '2.5 dimensional' idol: an entirely new form of 'idol breeding' campaign in which the Halls-consumers helped a 2.5D idol to realise her debut in a real advertisement for the new product.

This project achieved a purchase rate of 148%(compared to previous year)and acquired new users.