The Nagoya area where this campaign was carried out is the third largest commercial area in Japan following Tokyo and Osaka.

It is the area in which most major companies representing Japan exist, for example Toyota, and which has a great deal of economic vigour.

However, in terms of branded entertainment, there is little that is noteworthy even in Tokyo and Osaka, and in Nagoya, there is hardly any.Especially concerning the sector of fashion buildings, almost all TVCFs merely tell the starting date and the discount rate of the sale.Therefore, the consumers' sensitivity to branded entertainment is not so high. In addition, there is a tendency to attach greater importance to TV than to the web.Also, word of mouth is highly trusted and contagious medium in the Nagoya area which is relatively small.

The viral movie immediately caused a huge reaction across a wide range of different social networking sites, including Twitter and Facebook, with comments such as "Never seen anything like this!", "I did not know that it was a movie for a sale until I saw the last scene!", "This totally defies sale-announcement commercials!!" and “It’s too good to miss!!”.Suddenly it became the talk of the Nagoya area at the beginning of the New Year.

For the client:In spite of being a late-comer in the commercial establishment in the Nagoya area, their sales increased by 115%, and the number of visitors increased by 165%, their brand awareness increased by 385%, achieving the initial marketing goal. In the meantime, the sales of surrounding fashion buildings were all down from the previous year.That way, they’ve become the no.1 fashion building in the Nagoya area.With the consumer:Suddenly it became the talk of the Nagoya area. Even though the movie was made only for the limited districts, it was viewed on YouTube more than 160,000 times for 4 days, making it Nagoya's highest viewed clip in history.Moreover, there were more than 3,000 tweets in one day.