We wanted to conduct a new model launch promotion in a locale never used before. We wanted to go beyond the limitations of outdoor advertising with a creative idea never seen before. We wanted to break through traditional advertising by working with staff from outside the advertising world. No more advertising with just an “interesting” idea. It was time to prove that advertising can really emotionally move people.

Three dancers jumped and danced in tune to the music on a façade 40 meters above ground. The “sound and light show” in which the streetlights flickered and the car horn sounded was more like composite art rather just advertising.We succeeded in coming up with the first outdoor advertising that went beyond an “interesting idea” and that gave an emotional impact to the audience. Every performance drew a huge applause from over a thousand spectators who gathered at the Ginza crossing.

All told, 40,000 people enjoyed the show during the promotion period. Several minutes after the promotion campaign started, the images and moving images of the event were introduced on innumerable blogs. The event was viewed over 118,000 times on YouTube and praise poured in from all around the world. During the promotion period, TV programs, newspapers and Internet news featured this event and instantly created a viral effect that took Japan by storm