NTTDoCoMo wanted to encourage DoCoMo users to make the switch from 2G to 3G, and also make users of other carriers want to switch to DoCoMo. We thought it would be most effective to provide the youth with something that they can enjoy and feel the richness of 3G communication. "Deco-mail" giveaway campaign was carried out in the Kyushu area to widely spread the acknowledgment of Deco-mail. The winners who got their original Deco-mail picture, showed it off to their family and friends via e-mail to express their emotions. This resulted in an enormous viral effect and upgrade hardware.