-- OBJECTIVE -- "NINJA GAIDEN SIGMA 2" This advertisement was created to publicize a new ninja action game, the newest in a well-established series. New feature: female characters are now playable.-- STRATEGY -- The fact that female characters are now playable had to be kept secret, though at the same time some teaser hints had to be given out. To accomplish this double objective, an outdoor advertisement was created on a public street showing a typical ninja hiding trick of blending into a wall using a piece of cloth. How people were touching it was filmed and uploaded onto YouTube to trigger public interest. Before the game’s publication, the installation was also displayed at the Tokyo Game Show alongside playable demonstrations that allowed visitors to play the new female characters.-- RESULTS -- - YouTube: more than 350,000 accesses - Tokyo Game Show: 185,030 visitors - Special campaign website: 1,375,180 accesses - Trial version downloaded: more than 280,000