Raising awareness and changing the mentality of the target group about the attributes of our fully automatic cleaning robot, Trilobite. Convincing Japanese working women that cleaning is not something they need do by themselves.

Since the product was considered niche, the ad budget was quite low. However, with only one set of insertions, product awareness rose from 8% to 25%.

A newspaper page was created, made to look like a normal article, but instead made up of names of trash items, with a strapline "Trilobite will clean your house for you while you are away!" The creative showed the 'before' in the morning papers, while the cleaned-up house in the evening papers showed the 'after'.

The touchpoint was the two times in the day when the working women were most conscious of the mess in their homes - on leaving and returning from work. By utilising these two prime times of day were were able to effectively communicate the product.

In Japan, 70% of women work and feel strongly that they would like to lessen the burden of housework. They are especially conscientious of how messy their house is, before and after their daily commute.

Newspapers are delivered to homes in the morning and evening, so people read them twice a day. The media strategy was to treat the papers as a set and utilise the time lag. This was a first in Japan.