A campaign centered around the “Live Sushi” campaign website, allowing people to experience and enjoy Live Search, a new search service by Microsoft. A simple entertainment site with the "conveyor-belt sushi” motif attracted attention and many people visited the site. It created buzz through various unconventional promotional ideas which made it look like the opening of a real sushi bar and ultimately built large-scale word of mouth.

With the consistent context of the website, the campaign included TVCs, posters, online banner ads, SNS tie-up, a parade of Shibuya sushi chefs, giveaway tissue packs, CM3 pages on outdoor street posters in Shibuya, Viral CM on YOUTUBE, posters, stickers, tea cups, etc. They caused the development of large-scale word of mouth through blogs and SNS.