Many women have had the experience of seeing a new cosmetics product advertised in a commercial and being curious about how the make up has been applied on the model, but before they can absorb the information, the commercial ends. In response to this problem, we produced an infomercial-style makeup lesson featuring the advice of a famous makeup artist and ran it during a TV program. Any viewer who had registered her mobile phone could, with one click, have a movie of the makeup lesson sent to her phone. She would then be free to review the makeup tips at her leisure; anytime, anywhere. To give viewers even more incentive to participate and to promote our client, Shiseido, we offered people a chance to win a gift by clicking during a Shiseido commercial.

Our commercial gained high awareness of 95%. During real-time viewing, huge numbers of pre-registered viewers, as many as 30,000 during a one-hour program, clicked to download the movie. The success of our cross-media platform has developed into a new business model and is being employed by other clients.