There were a few requirements before we began the execution. It had to be a place in public where you have to sit down, it had to be somewhere for men and women of all ages, and it had to be an area that's appropriate for humor and sounds. And the bus was perfect. In Seoul, Korea, the bus is the most widely used public transportation method and runs all through different parts of the city. The seats are cushioned, unlike the subway trains, which made it even better to hide the whoopee cushion inside. And it allowed the noise to occur since the engine and traffic are already a bit loud.

At first, people were taken off guard by the farting sound as they sat down on the whoopee cushioned seat. They looked embarrassed because others might mistakenly think they've passed gas. Just then, our advertisement was timed to appear saying: "You need Bifidus Myung Jang Yogurt." People smiled, giggled, and laughed after seeing what this was all about. Also, other passengers were able to enjoy the humorous and memorable experience, which explains the spread through mass media and SNS as well as an impressive result: 27% increase in market share in Seoul and 98% increase in portal sites search ranking.