We began by designing a uniform identity for a wide range of promotional items, such as in-store displays, POPs, bags, and catalogs.

The iida corner was able to create a distinctive presence in shops.

We launched promotional events in 5 major cities in Japan inviting consumers to experience the iida. In addition to providing opportunities for consumers to test out the new phones, the events offered a truly interactive experience.

iida calling is a mobile music generator that automatically creates music using your registered voice. You can generate the song used in the TVCM in your own voice.

iida calling generated over 18,000 original tracks within 2 weeks after the launch. Moreover, the traffic on iida mobile and PC sites surpassed 2 million. G9, the first iida model introduced to the market on April 17, 2009, has continued to outsell all other KDDI models every week. iida calling made it possible to provide "unique" contents to the target market that places importance on individuality. And it brought to life an interactive promotional campaign, which held the intrinsic value of mobile phones, that is the "ability to call," at heart.