KDDI in bid to be No.1

<p>KDDI has rolled out a series of teaser campaigns and thematic </p><p>commercials created by Dentsu, in a bid to become the leading telcom in </p><p>Japan. </p><p><BR><BR> </p><p>KDDI was established with the merger of KDD, DDI and IDO, and it is now </p><p>the second largest telecommunications company after NTT. </p><p><BR><BR> </p><p>Building up audiences' expectation for the main corporate commercials, a </p><p>series of teaser campaigns executed in mini-documentary formats, </p><p>featuring the preparations for the main TVCs such as the selection of </p><p>actor and poster sites. </p><p><BR><BR> </p><p>The thematic campaigns consisted of two commercials entitled "Chase" and </p><p>"Marathon" which employed black humour to communicate KDDI's strength to </p><p>strive for the number one position. </p><p><BR><BR> </p><p>The "Marathon" commercial, for example, features a race in which the </p><p>second-placed runner takes the lead, egged on by a policeman and a </p><p>cheering crowd. </p><p><BR><BR> </p><p>"Our purpose is to create the expectation that KDDI, in second place in </p><p>the industry, will provide improvements to the telecommunications market </p><p>through its competitiveness," said Dentsu commercial planner Yoshimitsu </p><p>Sawamoto. </p><p><BR><BR> </p><p>"A marathon is an effective way to convey the message that a second </p><p>place runner makes competition more interesting - the commercial is </p><p>clearly showing the strength of KDDI in pursuing NTT." </p><p><BR><BR> </p><p>In addition to TVCs, two full page newspaper advertisements with the </p><p>taglines "Keep it up, NTT! Go KDDI!" and "We can be naughty since we are </p><p>number two" were carried to show KDDI's determination to overtake NTT. </p><p><BR><BR> </p>