To gain adequate exposure, we planned to open a unique Takoyaki* restaurant, 'Takoyaki Lab', in the mall's vacant space. We marketed the scenario, obtained sponsors, and built a media mix model we:1. Broadcast the smash hit TV drama upon the opening of the restaurant. It was a reality style drama set in the actual complex which conveyed the story of the people who played the key roles.

2. Opened the fictional restaurant Takoyaki Lab at Namba Komejirushi.

3. Publicized the drama, the complex, and Takoyaki Lab widely in various media, including TV, Magazines, Newspapers, and the Internet.*Japanese popular fast food; dumpling with boiled octopus

The TV drama has drawn much attention, and has been widely spread by blogs and word of mouth. It created a buzz about the complex before its launch. Monthly figures for “Namba Komejirushi” during a month after opening:Gross Sales: 450,000 euro (70 million yen).Attendance: 400,000 people.