Creating a “happening” is a core aspect of the campaign, aiming to achieve mass media coverage and increase in product reputation.

The flow: Viral Movie / TVCF >> Creating a Buzz >> "BIG MATSUI" Event as a Happening, displaying balloon monument of 10m in height>> Lots of Messages of Support >> Gaining PR Media Coverage >> Increase in Product Reputation.

The campaign earned a massive amount of media coverage equal to 3,000,000 US dollars and increased product reputation by 22%. More specifically, 17 TV Programs, 94 Newspapers, 68 Websites. And, what’s more, Matsui reached 1,000 hits and hit 150 home runs.