Dual income families increased roughly twofold from 6.14 million households in 1980 to 10.77 million in 2014, reducing time spent with family members. This led to a decrease in family communications. More families experienced less interaction (20% spent less than two days per week together—including weekends/holidays). Panasonic had been running its campaign to enhance people's everyday lives since January 2015. As a manufacturer of smart home appliances, including the X-series air conditioner brand. Beyond providing a more comfortable living environment, the company felt the need to warm and enhance relationships between family members and couples as its brand mission. We launched a campaign offering a new value that warms relationships between people, as well as bodies, enhancing family relations.

Six families participated in this experiment. One member from each family knowingly took part and surprised the others by reading out a letter expressing their love. The interaction was measured using infrared thermography. And results showed a 0.8°C rise in body temperature on average. The experiment was released on video on day traditionally recognized as the coldest in Japan; upon release the video received widespread attention from media and influencers. A week later, we measured the effects of the video, and used this attention for further promotions. Online media exposure included social network comments by Asia's most popular YouTubers, celebrities, athletes and business people, garnering even broader media attention. To generate greater buzz, Panasonic posted messages from family members who had participated in the experiment every day for the week up to Valentine's Day.