We unveiled a campaign to let targets actually experience the world of mystery. A poster resembling a written statement claiming responsibility for a crime (“Culprit, now available.”) was suddenly displayed inside nationwide bookstores. POPs including handcuffs and ropes containing fair announcements were hung inside stores to announce paperback releases impressively. We also had real detectives write recommendation letters. A specially-designed bookmark was inserted, to suddenly show messages while reading the book such as “Your deduction is way off.” and “Culprit ?”. We implemented a campaign to get reading-loving targets deeply involved in the world of mystery.

Using a promotion that enjoyed a high recognition rate at bookstores, and which appealed to both visual senses and textual information, we succeeded in having the targets get to love Kadokawa mystery, and leave a lasting impression. The title, “Cutting-edge mystery” also brought about the effect of reinforcing the recognition that it is a mystery that clearly differs from that of other companies. Monthly sales increased 205% compared with before the campaign.