It is an advertising campaign carried out by the major Japanese publisher Shogakukan to promote the "Comic Shogakukan Books," which is a name of a service distributing "Manga," or comics, on mobile phones, or "Keitai" as they are called in Japan. With young heavy users of Keitai as the primary target, advertising visuals were created by assemblage of two-dimensional bar codes containing URL data. The ads posted in various locations therefore provided direct entrances for accessing the Comic Shogakukan Books' Manga contents as well as becoming an advertising tool with a major impact on the targets.