The cell phone market in Japan is saturated. To differentiate new products, manufacturers focus on small details. The result is a chaos of new features and designs. This chaotic market was the setting in which our task was to launch the Softbank 830CA manufactured by Casio. How to capture the interest of consumers in a way linked directly to purchase was the biggest issue confronting our campaign.

Mosaic Trick campaign was executed by station posters in Tokyo, Nagoya, Osaka, and Fukuoka. Buried in the mosaic are four key phrases. Insertions that staggered the medium, the place and the time of day, heightened the desire to solve the puzzle. When all the key words were discovered and arranged in the proper order, they form the brand message, "YOU CAN FIND YOUR OWN BEAUTY." The way in which this scheme is designed creates a strong bond between brand and participant.

Normally, in Japan, almost no one stops to look at train or subway station posters. This campaign, however, produced a steady stream of people who stopped and looked intently at the poster or took photographs of it. Buzz was generated by the interactions of those who did and did not get it.

Discussion was lively on blogs and social networking sites. More than 236,000 individuals visited the campaign site, setting a new record for campaigns not using broadcast media.