the Dated Pillow won the 2011 Promo and Acti-
vationLions,and MediaLions,which have only been won by a few campaigns out of thousands. Finally, marketing
campaigns requiring high costs that also manage to provide
high benefits can be classified as niche Shikake.In this type
of Shikake,mass market participation can not be expected
as the cost of participation is high; however, the high
benefits raise the possibility of participation by a niche
market willing to pay the high cost.