* Behind the strategy, one question was how to convey full impact of Star Wars to a younger audience segments that were not familiar with the older trilogy. One way was a mysterious campaign poster in which the fantasy characters converged with the real world.

* The campaign was executed on "au" mobile Internet connection service "EZweb" and its mobile phone website. Transit posters carried removable trading cards of movie characters for the commuters to take away as their favourites. The card had URL and QR Code printed on the back as an interactive device to encourage access to the site.

(1) Number of mobile phone subscribers in Japan (monthly net increase from the previous month): Rose 20% to which "au" greatly contributed ("au" topped NTT DoCoMo after the campaign in terms of net monthly increase)(2) Access to "EZweb" Internet connection service: Rose approx 10% from same period last year (Source:ARPU)(3) Favourable image of "au" mobile phone service: Rose 20.4% (Source: Post-campaign survey)(4) Change in movie going intention: Change of intention among 60% of respondents (Source: Post-campaign survey)(5) Number of paid subscribers to a new service: Approx 200,000 (10% more than initial goal)