Over 3,000,000,000 cards are sent every year and are one of Japan's special greeting customs. The number of young people sending New Year’s Greeting cards is declining. Our aim is to increase this and to encourage a devotion to the letter-writing culture, which is so important to Japanese society.

Using the characteristics of the interpersonal exchange of a letter and the collaboration of digital and analogue methods, a solution to how to promote the sending and receiving of letters has been found.- The sender can send a movie beginning with the moment of posting the card in the giant post box, and the receiver can view this too.

- For the receiver, along with the New Year's card they can watch 'a personalised branded movie showing the journey of their card from the moment of sending to receiving' movie on their mobile phone.

To reflect the characteristic of posting a 'letter', we proposed this interactive and personalised experience to the sender and the receiver of the card.

- For the sender, the excitement associated with posting a letter increases as they see themselves posting their New Year's card into a giant post box and can send with the card, a movie beginning with the moment of posting the card.Additionally, the sender can view the movie of himself sending the card on the campaign site and can upload it as blog material- For the receiver, along with the New Year's card they can watch 'a personalised branded movie from the moment of sending to receiving' thus increasing the enjoyment of getting the card.

Around 2,400 people participated.A total of 11,000 cards were sent during the event period.

Publicity Result: about US$1 million.Senders: 90% accessed this campaign site to view the movie of themselves sending the card.Receivers: 85% viewed the movie via the QR code attached to the New Year's Card.

Many comments were received at the websites and blogs.

A collaboration of a digital media and the 'analogue' action of sending a New Year's card has encouraged the sending of New Year's cards especially among young people and has introduced a new way of saying 'Happy New Year!'