Intentionally taking the negative theme of a “price increase” and facing it head-on with the top members of a corporation “apologizing” to the entire nation.

-Executed through television commercials with nationwide broadcasters who have the greatest domestic coverage.

Additionally, placing full page advertisements with a visual image of “apologizing” in the top financial newspapers throughout Japan.

-Timeline

Television commercials aired and newspaper advertisements were run on April 1st or “April Fools’ Day”.

This shows some playfulness through “telling the truth” on April Fools’ Day.

-All over Japan

- Business impact?

Around 1,500,000 views and ten thousand “Likes” (Two week)

- Response rate

Over 90% positive response, supportive comments, thanks for the company. - Impression

“I love this company”, “I’d still buy it”, “don’t worry chin up!”

- Attitude change

- More than 90 % of the consumers had accepted this increase positively.

- Consumer perception

This TV commercial was introduced by all major broadcasters in Japan and became a topic of conversation.