Challenge:Re-launch the product 'Tyrant Habanero', a snack made of the hottest chilli ever, the Habanero chilli. The campaign is aiming at Japanese teenagers, who are fed up with ordinary promotional campaigns.Insight: Japanese teens endure a lot of stress at school. They spend a lot of time on the web, searching for funny stuff to watch.To them, trash is more appealing than refined contents.Solution:The first-ever sadistic Uni exam in the web! 12 absurd problems, impossible to solve.Result:The campaign set fire to the net comm.unity. On Google.com, 'Habanero Virtual University' reached 50,000 searches on Day One, and up to 800,000 five days later.

The Habanero Virtual University and its “Desperate Entry Exam” campaign!Based on the catch copy “The Tyrant is cruel”, this entry exam consisted of 12 problems on line, impossible to solve, and set up in a humorous manner.

The campaign set fire to the net community.On Google.com, "Habanero Virtual University" reached 50,000 searches on Day One, and up to 800,000 five days later.The re-launch campaign was a total success.