The solution was to develop a special photography magazine of a young popular actress, shot by an influential photographer using this new mobile phone.These photography magazines were given out free of charge at key railroad stations in Tokyo, Osaka and Nagoya. A total of 100,000 copies were distributed.Eye-grabbing displays and the usage of photography magazines were effective to convince the high image quality of the new product.

- Photography magazines were brought back to homes and offices, and the high resolution of ‘Cyber-shot Mobile Phone S006’ spread out.- Combined with TVCs and websites, received an overwhelming response from the public, acquiring PR exposure equivalent to 100 million JPY ad value.

- Expanded into a social phenomenon, and even collectors of magazines appeared.- Also, 250,000 copies of photography magazines were distributed free of charge at mobile phone shops throughout Japan.- By this photography magazine centred campaign, the high-definition-images of the ‘Cyber-shot Mobile Phone S006’ were vividly conveyed.