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 on the decline. Our aim is to increase the number of young people sending New Year’s cards 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.- For the sender, the excitement associated with posting a letter increases as they see themselves posting their New Year's card into a giant postbox. They are also able to send a movie beginning with the moment of posting their card, along with the New Year’s card, - For the receiver, along with the New Year's card they can watch 'a personalised branded movie from the moment of sending to receiving'.

Beginning with the sender and their 2 brand experiences, this promotion has given the ‘letter’ a new sense of value and has introduced a new way of saying 'Happy New Year!'

In the youth mecca of ‘Roppongi’, a huge post box OOH was set up and a campaign website was established.

- The sender can experience posting their New Year’s card into the giant post box and can send a movie beginning with this moment of posting the card along with their New Year’s card. Every time a letter is posted it appears on twitter bot.

Aim: 1,000 participants, 3,000 cards sent, publicity result of 331,695 USDAdditionally, the sender can view the movie of themselves 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 showing the journey of their card from the moment of sending to receiving movie on their mobile phone.

Our aim was to have 30% of receivers view the movie.

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

Publicity Result: about 1 million USD.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.

Senders: "We could experience a new way of sending letters".Receivers: "I didn't know New Year's cards could be received this way!", "I feel happy and special" - and many other similar comments were received.

*comments cited from websites and blogs.The number of participants, amount of cards sent and the overall response set record results that exceeded our expectations.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!'