Ghana's brand concept is "The chocolate that applauds girls with dreams." To communicate this concept we developed TV commercials and—in a truly novel approach—a serialized novel read via cell phone.

The novel is a love story, designed to appeal to the target through a topic in which their involvement is high.It was written to be read while eating the chocolate and updated weekly and released in bursts timed to coincide with Christmas and Valentine's Day, the periods when demand for chocolate peaks in Japan.After the serial ended, it was collected and published as a book.

During the campaign period, the cell phone site was accessed 2.5 million times. Ghana's score on the core brand value "In tune with how girls feel" rose by 5% (from 12% to 17%). Ghana's score for "The leading chocolate brand" rose by 5% (37% to 42%).Sales increased by 10%.