We collaborated with the top-selling musicians Def Tech. In trendy, youth-oriented Harajuku, we staged a live after-hours performance of Def Tech’s new song -which would also run in the upcoming Sony Ericsson commercials- at cafes and apparel shops.

10,000 youngsters flooded into Harajuku to experience the first 3D multi-venue live performance. This performance was covered on nationwide network television in 8 separate programs, gaining advertising value of U.S.$ 1,250,000. In addition, 300,000 people checked out the website for information. The campaign played a key role in the Sony Ericsson W41S registering sales of 700,000 units.