To mark the nationwide launch of the built-in kitchen, its full-range functionalities have been upgraded to an even higher level. Maintaining the low price for which Nitori is known, we aimed for further expansion of the market share. Also, by presenting the atmosphere of a well-coordinated dining room with dining furniture and kitchen accessories, we made the point that total coordination of a room can be done "easily and by anyone" with Nitori products.

The best selling school bag was upgraded with safety features of 1) mobility, 2) ease of carrying on a child's back, and 3) overall durability, while maintaining Nitori's everyday low price. For the target audience of new students and their parents, we aimed to communicate the product features through a joyful song which people can't help but sing to themselves. This commercial was rated first in the "Distribution and Retail" section of the CM Popularity Survey (by CM Databank) in March 2010.

In an effort to attract female PC users, DELL teamed up with OPI, a celebrated nail brand from Hollywood that is beloved by both celebrities and professional nailists around the world. DYR’s participation in the project started from the initial stage of the launch preparation, with the selection of colors for the laptop lid for the Japanese market, and continued on to the integrated delivery of launch events, PR, POS, and Web campaigns in February.

DYR also proposed a tie-up campaign with 2010 Miss Universe Japan (MUJ), which expressed female PC users seeking an expression of individuality and sophistication in their PCs, as well as in their fashion and make-up. On the day after the product introduction, a launch event was conducted with the participation of 2010 MUJ finalists. The event was tweeted live by DELL on Twitter, and also attracted coverage in various media.