Every day, 8 million copies of Asahi Shimbun used for this campaign are delivered to homes. Daily delivery is unique to Japan, and we designed it so children searched for card-size ads with tidbits about the elements in the daily paper to paste on a two-page spread that was a mount-board for the cards. A cute character named 'Dr. Element' entertained the children, who became truly engrossed in this baseball card collecting-like activity. Children constantly wanted reprints of cards they didn’t get the first time is proof of their interest, and the card-size ad was reprinted. Children were truly excited.

Readers responding to the campaign ranged widely from 4 years of age to 85. Not only did the client receive more than 8,500 letters and postcards, demand for the mount-board and card-size ad was so strong that 100,000 copies were gone instantly. This campaign resulted in the best ever response for the client. Appearing more than 60 times, it reached 1.2 billion people in total (one copy of a Japanese newspaper reaches 2.5 people). The cost/per-person reached was 0.05 yen(0.05 cent) and the cost per-request and material distributed was 545 yen($5.45), an amazing cost efficiency level for Japan’s ad market.