We selected the façade of a building in Ginza, Tokyo where large numbers of our main target—working women in their 20s—gather. A “road” was created on the vertical wall surface 40 meters above the ground, and an iQ was “parked” there, creating a “theatre in the air.” Women who were representative of our target group were suspended by wire and danced around the product, expressing the joy of having discovered the iQ. A total of 40 performances were done in the air over the period of one week. Three dancers jumped and danced in tune to the music on the façade 40 meters above ground. The “sound and light show” in which the streetlights flickered and the car horn sounded was more like composite art rather than just advertising.

All told, 40,000 people enjoyed the “show” during the promotion period.

Several minutes after the promotion campaign started, the images and moving images of the event were introduced on innumerable blogs. The event was viewed over 120,000 times on YouTube and comments of praise poured in from all around the world. During the promotion period, TV programs, newspapers and net news featured this promotion and instantly created a viral event that took Japan by storm.