Around the age of 30 Japenese people are increasingly busy and unmarried. With no one home during the day, housekeeping becomes a lonely, burdensome nighttime chore. This attitude translates into little interest in new household appliances.Accordingly, we launched a campaign to make nighttime housework less of a chore that has to be done and more of a pleasant way to end the day by providing / promoting products with silent operation and other functions that make them easy to use at night.A theme of 'having some fun with nighttime-housework' was used as the basis for an advertising campaign that ran only at night in and around SHIBUYA, which is one of the most happening area in Tokyo, and sees traffic of more than 2.4 million people every day. The campaign saturated the area, ensuring that everyone on their way home would see it.

1: Transit 'ad-jacking'Saturates the homebound routes of the target audience in and around Shibuya Station with posters.2: Nighttime store windowsappearance of nighttime store windows, where even people returning home late at night can see products firsthand. Also displays Tweets in real-time.3: Nighttime 'café-jacking', hijacks popular cafés in the area for a nighttime-only campaign.4: It only comes out at night: Shutter advertising, designed so that the amount of advertising increases once the stores close for the day.5: Making the rounds of Shibuya at night: Advertising Bus.Uses Twitter to spread Tweets throughout the city in real-time while promoting nighttime housework.6: Nighttime vision-jacking. For one hour late at night on consecutive days, four giant video screens facing Shibuya’s main street were used to deliver visual performances.Many audiences tweeted about the nighttime-housework and this campaign through Twitter.

Without using television and other expensive mass media, this campaign reached over 15 million people in the course of a week. This campaign was featured in the news through many types of media and reached half a million dollars worth of publicity. Our Twitter community has flourished and became Japan’s biggest limited time ad campaign Twitter community.

The result was that 82% of people expressed a positive attitude towards night time housekeeping, and a new lifestyle of “fun, nighttime housekeeping” has gained a foothold in Japan.Then, sales were 4 times higher than expected.