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We focused on the fact that Suntory operates Suntory Hall and developed a "Glassical Instrument" which combines a drink and a musical instrument. To launch the campaign, we visualized the Glassical Concert performance as a film. Then we served the Glassical Instrument as a special drink at this year's special event which is held every year by Suntory Hall. These activities enabled the younger generation to see the performance on the internet and and experience it at the real venue.

Suntory Hall constantly delivers the values of beautiful sounds and moving experiences. The guests were able to experience this value through the Glassical Concert that utilized Glassical Insturments. In the past, the young generation were not interested in classical music, as well as Suntory Hall. Now that the whole experience was shared, 7070% of the people who were not interested in Suntory Hall, and were far from even going there, said that they would like to visit the hall. Their perceptions of ""awkward"" and ""too stiff"" dramatically changed to ""casual,"" ""fun"" and ""familiar with it."" By leveraging their image, we were able to make them feel closer to Suntory Hall. As a result, the number of young visitors to the Hall is rising.