Proving the campaign tagline "The Premacy Ties the Family Together" required an extremely long media space. Our creative comprised photos of 60 real families "tied" together, smiling, holding hands and having great fun. These linked images covered the 311-metre wall, creating the world's longest ad (previous record: 274 metres). By integrating the creative and media solution in a campaign that evolved from consumer insight, we succeeded in making a powerful impact on our target.

The campaign was extensively covered in news shows and newspapers generating free publicity worth US$1.27 million. Sankei newspaper, a national paper with 2.1 million circulation, even gave the campaign front page coverage. The new Premacy's first-month sales were an astonishing 1,158% over the average month's sales in 2004.