Linked to the sports program, we gained the cooperation from the actual sports commentators to play on the Donbei commercial. We broadcast the commercial instantly after the program ended and made it appear as sequence of the TV program. We aimed at half time of a soccer game that is the best time because youngsters feel hungry. Showing the sports commentators eating the noodles helped to make their appetite stimulated.

According to our survey, the brand recognition of the product went higher after the spot was aired. Our client evaluated this obvious change of viewer rating and the fact we made it in the low budget of $18,000. This unique approach of using media succeeded.