When we started planning this campaign, there were only 2 music halls in city of Osaka even though the city is second largest in Japan. We changed original plan, which is to tear down a historical music hall to build a large condominium complex to preserve half of the music hall and to rebuild a district as a music city.

Objective: to sell a large condominium complex build next to music hall.

Strategy: to sell a large condominium complex by raising a value of the district.

Execution: over 2500 people gather with their musical instrument, and played theme song together. We celebrated the birth of the new district. The footage from this event was made into a TVCM.

From the next day introduced by many media, the figure in which citizens perform music in the street corner around a site could see now. People who love music have gathered in this town. As a result, 600 houses out of 874 houses were sold within half a year. This sales speed set new record of real estate sale of Japan.