Our 3D displays featured Dino’s statue and were a first for the IT industry. They generated immediate ‘stopping power’ in train stations and in-store. The outdoor and in-store efforts were supported online via an integrated sponsorship of Japan’s largest site, Yahoo!. We changed the homepage to ‘New Era’ orange and brought Dino to life in evolving comic pages and interactive self-check sheets. Dino and the Microsoft Office ‘New Era’ booklet became synonymous.

As a result, estimated 50,000 booklets were sold on this effort. The publisher estimated total reach person would be over 30,240,000 for about 1,200 book store and would be over 16,182,000 on retail shop like Bic camera or rental shop like TSUTAYA by this effort.