In addition to the TV commercial, we focused on incorporating elements so the contexts can be easily shared online to arouse a discussion in the internet.

The song which itself makes no sense was a parody of an online celebrity folk singer, Ievan Polkka. We had the viewers guess the answer to the question mentioned in the lyrics and submit the answers using hashtags on SNS. The answer was found when the TV commercial was played backwards.

The TV commercial became a popular topic on SNS, receiving a lot of attention with comments such as “What a strange, interesting commercial!” and “This song is stuck in my head!”. It became so popular that it was also featured in infotainment television programs. 2 months after the campaign started, the 20-34 year olds awareness level went up more than 14.4%, becoming the No.2 company in the market! Furthermore, the number of visitors quadrupled when compared to the previous year’s peak (according to the company’s research). E-heya net became one of the standard websites for people finding a residence.