Haiku, with its history of 500 years is an expressive medium that embodies a uniquely Japanese sentiment, and Manga, which is renowned throughout the world and is very popular among younger businessmen. These two were fully introduced for the campaign creative to convey the effectiveness of proactive hair care, for showing a sense of humour: to be casual for addressing issues with hair, but not to come across unnatural or awkward to communicate the positive feeling. To further increase such sense of resonance, the budget was spent specifically on R25 magazine, transport and mobile internet ads, and none for TV and Newsprint ads, for initiating more personal and comfortable contact for the target. Three types of media were carefully combined to get the most impact from the very unique qualities of each, moreover for the impact to multiply when it is crossed over to the other two media.

Without using TV or Newsprint media, and by only concentrating the budget on magazine, transit and mobile internet ads, sales of 180,000 were achieved for hair brushes, 150,000 for shampoos, and 30,000 for hair sprays. One out of three readers made a purchase. Sales were especially strong for brushes and shampoos and the production lines for these two products could not keep up with the demand. Afterwards, our clients ordered advertisements of the same format another four times.