The advertiser's corporate character, Duck, was associated with Maneki-Neko, a traditional lucky cat in Japan, to introduce a whole new character, Maneki-Neko Duck, to convey the product philosophy “bring in peace and happiness” in an easy way for those selling the policy. The promotion shifted from mass media development with the new character to a national caravan event campaign involving the local sales force.

Over 400,000 song parodies were submitted on the official campaign site. The paid download count of the theme song led the chart for two consecutive weeks leaving some famous singers behind. The stuffed mascot toys were unusually hot on auction sites and many people even took out the policy simply because they wanted their favorite toys. The campaign was highly successful overall and contributed to a growth in new medical insurance contracts during the period of from launch date of August 24 to December 2009, which was 80 percent increase from the comparative period previous year.