As the mood of voluntary restrain had been going around, we had the opposite idea: if we go out and participate in leisure activities together, it would not only save electricity, but also cheer the Japanese up. The idea rapidly became a movement and was adopted by many other leisure facilities.

Using the fact that a baseball team is a product/service that has a high media-value, we communicated to the targets with budget-free ideas, such as changing the name of the home-stadium and changing the Giants’ traditional cheering style.

The Yomiuri Giants estimated that a lot of electricity can be saved if people turn off their lights at home and gather at Tokyo Dome. The club, players and fans joined together and stood up to the public’s opinion, which protested the games. They took the following action to prove that electricity could actually be saved:1. The stadium’s name was changed from 'Tokyo Dome' to 'Tokyo Electricity-Saving Dome'.2. During the summer games, 1m electricity-saving paper-fans were handed out instead of using air-conditioning.3. The Giants’ traditional cheering style was changed to a campaign version to help save electricity.

This campaign, where the club, players and fans joined together to change the negative opinion towards night-games, was successful. The goal of continuing baseball games and cheering for Japan was achieved.1. 1,029,060 visitors during 25 summer games. This saved 1,000,000 households' worth of electricity.2. The PR effect was worth over US$11 million, and was covered 400 times by the media.3. All Giants’ games were played even during the electricity shortage's summer peak, giving people courage in the disaster’s aftermath.