Maxell implemented a campaign with a theme of “Let’s send messages to our future selves.” The core idea was children sending their dreams to their future selves, using multiple points that channeled the“long-life nature” benefit of the product. Maxell stimulated a desire in parents, a real target group, to leave records of their children for the future, and a desire in children to leave records of their current self and future dreams for the future.

Sales share went up to 22% as the highest among competitors. Brand awareness (72.4%) and purchase intention (51.3%) also increased incredibly at the end of campaign.Proposed by one of national network stations, a 75-minute documentary programme decided to be aired in March, that is worth approximately two million dollars.