IIDA is a Japanese mobile phone brand that highly values design and sensibility.The objective is augmenting awareness for the IIDA brand among other mobile phone brand users. We developed a radical design and implemented a revolutionary business model on the top page of the corporate website. Websites that already boast high access have value as mass media regardless of whether such sites provide information about commercial products.

That's why we decided to reposition iida's top page as a TV channel. Broadcasts are comprised of programs and commercials. iida broadcast, too, is comprised of 20 second video clips of artists' performances and 5 second iida commercials. These 2 types of content are completely separated time-wise. Therefore, appearing in the "programs" is different from appearing in "commercials," so appearance fees were unnecessary. We proposed this business scheme to our client, and continued to negotiate with artists, record companies, and intellectual property organizations. In the end, these entities agreed to "regard top pages of corporate website much in the same way as they do TV channels." What is possible on TV is now also possible on websites.

Regardless of whether websites provide information about commercial products, we decided to reposition iida's top page as a TV channel.Broadcasts are comprised of programs and commercials. IIDA broadcast, too, is comprised of 20 second video clips of artists' performances and 5 second IIDA commercials. These 2 types of content are completely separated time-wise. Therefore, appearing in the "programs" is different from appearing in "commercials," so appearance fees were unnecessary. We proposed this business scheme to our client, and continued to negotiate with artists, record companies, and intellectual property organizations. In the end, these entities agreed to "regard top pages of corporate website much in the same way as they do TV channels."What is possible on TV is now also possible on websites.

As of March 2010, 6 artists have made an appearance. The traffic on the iida official website has clearly risen because the campaign has attracted artists' fans and also due to the buzz on the web.

And the freshness of the top page of iida's official website is being kept in tact.