Since our creative strategy was to drive buzz around the world's fastest free engine-driven kick machine, we created attention from the phase of design up to its performance to earn continuous exposure.As development commenced in August 2009, we started sharing the production process on the project website real time. We also utilised social media to share the thrill of developing what was still unguaranteed. At the start and middle of development, we released press releases to draw attention from the media on top of general buzz.Upon completion, we released another press release and held a public showing event for journalists, bloggers and general guests which resulted in huge media exposure.During the performance phase, media exposure led to offers from television stations and professional soccer teams for appearance. We demonstrated its performance and drove exposure to a huge audience without buying any media or hosting any events.

The project was covered in over 150 Japanese media, and the media effect in Japan alone was worth 500 million yen. Google had over 2 million hits. The news spread to 80 countries, and received enormous media coverage around the world. We are receiving many offers from national / foreign TV, professional football matches, and special events for football supporters and exhibitions at the Toyota showroom.

Through the process of developing the world’s fastest kick machine, we were able to communicate Castrol’s message “Best Performance”, and with its world record (206 km/h), we succeeded in creating appeal to their engine oil’s high performance.