(1) In a joint ad campaign for Windows and Microsoft Office, the first of its kind in seven years, we set up a special website that gives viewers a sense of “celebration.” We produced more than 500 ads for this campaign, including newspaper ads and banners.

(2) We expected newspaper advertising to make news of our campaign. We produced a sense of anticipation with small ads on the day we launched our campaign website. Guiding readers to our website was one of our main objectives.

(3) The target of this campaign was clearly the PC owners. We chose The Asahi Shimbun because its readers possess a high degree of IT literacy. We also considered The Asahi Shimbun an appropriate medium for reaching PC users who are just outside of our core target area---broadband service users.

(4) The number of visitors to our website jumped on the day the campaign ads appeared in The Asahi Shimbun, with hits far in excess of our established goal. The ads also helped increase our sales.

(5) We received a considerable number of responses from those within and outside our organization. Their comments on the ads have been favorable.

Taro Matsushita
AD Group
Corporate Marketing Division