The Japanese have a habit of “picture taking”. 'Shame', (translation of photo taken by mobile phone), matched the young Japanese's life style - taking pictures anytime, anywhere!Photo posting function: shooting, sending and browsing are connected in a second by mobile phone.High quality: i-police, the safety emergency system was built in to maintain site quality. If any unexpected photo pops up, site visitors can inform the operator immediately by sending an instant e-mail. There have only been a few cases since its launch.Community function: used by both professional photographers and site visitors. There were more than 200 daily communications.Company product mash up (e.g. I love Spider-Man) was slipped into a special category where people didn't realise it was an advertisement.

The year long campaign was very successful. 3,600 photographs were posted and more than 5.7 million accesses were recorded in a year.