Based on the fact that about 70% of Japanese households have computer printers, we hit upon the idea of having targets use their printers to create ambient ads within their homes.

To help wives or husbands get the message to their partners, we have created printable applications called “Paper Traps” containing messages about buying Mitsubishi appliances. They come disguised as divorce papers, crossword puzzles, eye charts, board games, money, love letters and others. They were available as free PDF downloads from the Mitsubishi Electric promotional website. By setting these traps for their partners, our targets could engage in “amazing” negotiations.

This campaign has been reported on over 30 news websites, magazines, TV and radio stations. The promotion website attracted about 255, 000 unique visitors during the 3-month campaign. Total number of “Paper Traps” PDF files downloaded during the 3-month campaign: 25,120 About 30% of “ Paper Traps” users succeeded in their purchase negotiations.