They were assigned by Crown Greetings, a wholly-owned subsidiary of
Hallmark Cards, to promote the service, Hiya, on DoCoMo's i-mode
platform.
The campaign, which has an initial budget of US$1 million, aims to convey the message that the concept of Hallmark's greeting cards is now available for mobile users.
MindShare Japan chief executive officer, Mark Patterson, said, "The
advertising breaks in March, and web-enabled mobile phones will be one
of the media used to target opinion leaders, especially among teenagers
and young women."
Crown Greetings regional marketing director Dare Koslow is confident of success. "In Japan, they love their mobile phones and new ways to use their phones."
