On December 25, without any warning, photos of their kids began popping up in place of ad banners on the work computers of dads. Naturally, the banners were delivered only to the specific dad’s computer. All the banner areas on the screen were taken over by photos of their kids. Clicking a banner brought up messages from their wife and the kids. This was a totally new creative approach: The more the dads worked, the more they thought of their family and the more they wanted to go home.

Together with Google, we devised a totally private delivery system with a unique approach. We recruited mums at the beginning of December. With participants from across Japan, we started delivering banners to dads en masse on December 25.

Compared to the normal banner click rate of two percent, more than 80 percent of dads who saw the banners clicked on a banner, and 72 percent of these dads said they actually went home earlier than usual.