This microsite by au, Japan's second-largest wireless operator, highlights the company's new mobile phone line for spring 2007.The recent introduction of number portability, makes it necessary to ensure current customer loyalty, and also offers a great chance to acquire new users.In this site, the phones are presented in imaginary spring light, with haiku-like copy developed for each shot and acoustic guitar music in the background. This enables viewers to feel both the warmth and sophistication of the brand and to encourage them to shift to au, especially at this time – spring, the season in Japan for a fresh start.