Among the methods we adopted to engage consumers, we gave each mannequin a unique personality and 'life' in Tokyo, as well as inter-personal relationships with the others mannequins.

These 'humanised' mannequins ended up attracting a devoted following among consumers, who were able to track their favourite mannequin's location during the campaign via a website. We also made and distributed posters and flyers announcing the mannequins' arrival and describing their 'lives'.

Our PSP campaign was discussed in over 2,000 blogs, showing the high awareness of the product launch. News coverage of the campaign was international. On launch day, long lines formed outside electronics shops and the initial shipment was 200,000 units. By the end of December, total shipment reached 500,000 units, and presently at February, it's 1,180,000 units.