We aimed for brand building through two years of unique commercials featuring the “White Family,” of which the “father” is a talking dog.

Early last year this dog, the campaign’s central character, matured to become a nationwide hit.

The dog became the focus of website content, catalogs and OOH, evolving into the brand’s symbol.

We also introduced a wave of campaign merchandise featuring the popular character, enticing consumers to want both the merchandise and the carrier’s services and aiming to gain new subscribers and users switching from other carriers.

The campaign succeeded in gaining many new customers and users switching from other carriers.

For 22 months SoftBank has led the industry in net subscriber growth (as of February 2009), and it is still going strong.

In May 2007 SoftBank had a 16.6% share, and by December 2008 its share had grown to 18.9%. (Total increase of 3,765,300 subscribers in 20 months.) SoftBank ranked as the top carrier in net subscriber growth for 2008. The campaign also won the Grand Prix at the 48th ACC CM Festival and a Gold Prize at the Japan POP Festival Creative Design Show 2008.