The campaign was held in Japan only, and only women could apply to the competition. We made 3 TV commercials for this campaign and those were on commercial broadcasting channels of Japan. The length of the TV commercial is regulated; it had to be 15 second or 30 second.

As AKB 48 is the top idol group, its mysterious new member would sure to draw attention of media.

With "Mrs. Idol" at the center of the campaign, various media automatically spread the news of the birth of "Mrs. Idol".

By making her a medium herself, the campaign gained huge advertising effect from different media. TV program appealed to many Japanese nations and got huge attention, news paper made intelligent people to be known about the Papico campaign, news site and social media site infected the curiosity to even more people.

"Mrs. Idol" became a sensation---42 reports from TV, 56 reports from newspaper or magazine, 1200 web reports. $15,320,295 million dollars worth of promotional costs.

Papico got huge attention as "Mrs. Idol" got.

People talked about the audition, and got excited by the campaign.

Most importantly, the message: "Adults can be pop idols, Adults can enjoy Papico" spread throughout Japan,

and many of adult customers restarted to enjoy Papico like they used to be again.