We utilised the young targets' standard use of DSi, and used it as a key medium to reach them as they devote much of their time playing with it.

We teamed up with school and had students make their original commercial for Pocari Sweat with the theme “sweat in daily life”, in art class, using DSi’s preloaded Flipnote Studio function, which allows users to create flipbook-style animation.

All the commercials created by students were uploaded to site, and the special art class earned media coverage on local newspaper and TV.

Four excellent pieces out of 38 commercials created in the class actually appeared in the newspaper as Pocari Sweat ads in four-frame comic strip format.

With this as a start, more than 1,000 Pocari Sweat flipbook-style animations imagining “sweat in daily life” have been uploaded.