We established an alternative forecast — 'The Window Forecast' — in the weather section of a major daily newspaper, with the intention of making it a long runner. The window is where consumers usually go to check on the day's weather, so it was a perfect fit for use in conjunction with the newspaper's weather forecast. Since there was very little budget, we uncovered 'dead space' in the newspaper and used it to set up a new-style low-cost advertising framework.

We introduced a 'forecast' linked to windows, placed alongside the daily weather forecast. Thanks to its entertaining seasonal or topical content, it was able to become a long-running series. With over 4,000 insertions in the same space of the same newspaper our 'Window Forecast' became an indispensable feature of the daily.

In 2005 when we started the series, recognition of YKK AP as 'the windows company' was just 45.1%. But in 2015 when we reached ten continuous years of publication this had risen to 70.9%. In addition, unique visitors to the YKK AP website rose by approximately 300%.