1)“Happy Cycle”: A mobile e-mail service, which sends women their body cycle 4 times a month based on their individual hormone cycle information. Calm classical music can be downloaded during their irritable period to make them a little happier.

2) “Tearful Movie Tearless Mascara”: Max Factor sponsored a corner, giving tearful movie information to blend the brand’s message about tearless Mascara. 3) “Dreaming of Paradise”: We included girls’ all time favourite form of fortune-telling. We educated site visitors about Asian geomancy. This corner contained Herbal Essences’ brand campaign idea “Paradise Trip”4) “Whitening & UV Care”: Whitening cosmetic brand SKII sponsors weather news with UV risk information every morning. When users’ input their location, customized UV risk information was provided.5) “Shame-koto” (user mobile photo posting): A special series was distributed by trendy national photographers. These everyday humour and beauty moments were sponsored by Pantene.

Since its launch in March 2007, “HITOKOTO” has reached 34,085,541 accesses as of Feb 2008. This was achieved with no TV or print advertising support. The client has confirmed that participating brands’ top of mind awareness is consistently higher among Hitokoto users vs. representative consumers (e.g. Pantene 31% vs. 9%).