THUNDERBIRDS Lab. is a branding project being promoted by Kyowa Hakko Kirin Co., Ltd. It is aimed at raising awareness of the company as one with strength in therapeutic antibodies, primarily among businessmen in their 40s or 50s. Nevertheless, " therapeutic antibodies " is essentially a medical term which is not very familiar to the ordinary consumer, and some device was needed to stimulate the interest of the targets. In response, the company created the THUNDERBIRDS Lab. project, whose underlying concept is an on-line school for enjoyable learning about therapeutic antibodies. In its efforts to reach a wide range of targets, the company deployed a triple-media strategy applying an official website, social media, and paid media. As a measure to increase understanding of therapeutic antibodies, besides using the THUNDERBIRDS characters, which all the targets know and love, the company equipped the website with a social log-in function for provision of personalized contents to users as individuals. Similarly, to attract the maximum number of official site visitors, it provided for information dissemination by means of the social log-in function in addition to making regular press releases. It also actively collaborated with other firms, as exemplified by the request it made to the Fantasy Marketing Department of Maeda Corporation for an estimate for construction of Tracy Island (the covert base of the THUNDERBIRDS) and by its mutual links with a special site of De Agostini Japan, whose feature on the THUNDERBIRDS was timed to coincide with the project. To create opportunities for user storage and regular access, the company also opened accounts on Twitter and Facebook to build close communication with users. It regularly encouraged access to the official site and deepened understanding of therapeutic antibodies by imprinting. As a result, the official site attracted a total of about 500,000 unique users. Moreover, a brand survey conducted for the company found that the share of all respondents who knew of the THUNDERBIRDS Lab. occupied by those who knew of therapeutic antibodies reached 82.8 percent, more than double the average figure. The company also ranked first in its industry for the rate of association of its name with the words " therapeutic antibodies." The project obviously helped to heighten recognition of the company brand among its targets.