We created a blue post-it to be used daily by Sony Marketing’s employees (blue is the color of the national soccer team’s uniform). After being used in work, the used post-its were pasted on the windows of a hub station high in circulation.After many days, the post-its pasted on the window compiled into a hugesupporting message for Japan’s national soccer team.It was not enough to evoke consumers' awareness that Sony Marketing supported the soccer team just by posting a “Sony supports Japan’s national soccer team” message in its product advertisement. In today’s internet era, it is difficult to capture consumer’s feelings by using over-used advertisement messages. Therefore, by showing Sony’s employees cheering and sweating for the team just as soccer fans around the world do, we believed we could attain true engagement with users.

If we convert the interviews and coverage received into advertisement terms, it would amount to 13,500,271yen.The project was introduced in several hundred blogs and created animmeasurable buzz.Japan’s national soccer team had an official game against Finland on the day all the messages were written and completed. And Japan won 5-1 against Finland.