In order to have people interested in the act of listening to radio itself, we created a new radio receiver that everyone wants to try listening to.

The idea came from the popular myth that if one holds a seashell to one's ear, one can hear the sound of the ocean.

We reinvented the radio listening experience by connecting it with the action that everyone has tried on the beach – holding a seashell to her ear.

Taking advantage of April Fool Day as a context, we held a press conference for a new product release, which is the first ever of its kind for a radio station, as well as making an online movie with DJs from bayfm in.

Furthermore, rather than a one-off marketing stunt by making just 1 lot, we actually sold 100 units and delivered the products to our targets, and thus giving this campaign a sense of reality.

The campaign resulted in a huge publicity as this was the first product development initiative in the history of radio broadcasting industry, and the fact that limited sale of 100 lots attracted large crowds to be in a draw was a surprise.

The following are some of the result.

· The number of news published is over 300, and the number of shares on Social Media is over 5,500.

·Over 8000 applications submitted for a draw for limited sales of 100 pieces.

·Achieved exposure equivalent of 200 million yen or more in advertising value with the budget of 5 million yen.

· With this campaign being the first original promotional activity by bayfm, inner motivation has risen.

· Other radio stations follow the bayfm and started developing a new radio receiver, and thus this campaign contributed to the new momentum for radio broadcasting industry.