The advertising campaign was launched on December 12th, raising awareness to the critical state of kanji ability. Simultaneously, we distributed a blog component which allowed users to experience a free trial of "Kanken-DS". Through installing this medium for viral promotion, use of the blog component skyrocketed.In addition, we provided a link from the blog component directly to amazon.com, leading consumers along the awareness experience purchase path at high speed, without any communication loss.

• Media outlets that picked up press release: 40• PR effect: up 400%• Copies sold in first 50 days: 520,000 (ten times original prediction; twice competitors’ sales)• Impressions of blog parts in first 90 days: 2.5 million• Online trial participants: 120,000 (20% of "Kanken-DS" purchasers)