With an R&D pipeline that is the envy of the mobile communications industry, NTT DoCoMo was the first to introduce W-CDMA third-generation videophone service as well as an i-mode mobile Internet platform. The company sought to expand on their successes through partnerships providers around the world. But a communications program needed to pave the way — addressing the low awareness (outside Japan) of the company’s leadership and innovations. The cornerstone of the campaign was a redesigned corporate website. The message of being “generations ahead” was at the fore of the site, and the ad visual was featured prominently on the website.