xs ■ Launch Period ■ Media Used ■ Advertising Products ■ Advertising Type ■ Target 1st Phase: Dec to Jan. 2010; 2nd Phase: Feb. to Mar Custom Microsite, Audience Targeting, Ad Network, Domain Targeting, MSN Homepage, Window Extra Large Media driving to Microsite How We Succeeded in Promotion ● Stylish work-scene photos and employee interviews greatly enhanced the corporate image of the company increasing the appeal of a desirable company for new graduates. ● Implemented university domain targeting to reach out to and attract university students, our core targets, CASE STUDY 【 Domestic 】 Nippon Steel Engineering Co., Ltd. Background & Aim Campaign Images （ See event launch details on the next page ） Methods Results Newly established in 2006, Nippon Steel Engineering Co. Ltd. claimed itself as independent from Nippon Steel Corporation in the same year. According to a company-sponsored survey, however, it seems the business still remains unknown to the public. Due to this, Nippon Steel Engineering Co. Ltd implemented an advertising campaign on MSN -- the first web-based campaign launched by Nippon Steel Engineering ever -- so as to strengthen its brand awareness and build recognition among prospective university graduates. While the core value of the advertising was "Worldwide Infra-Architecture," the business content revolved around photos, the president’s interview, and product introduction by employees. We have also developed a quiz called "A-ha Experience“, allowing users to learn about the company's technology in a fun and enjoyable way. Moreover, both the stylish work-scene photos taken by Toru Hiraiwa the talented photographer and the dynamically-scaled projects introduced in the interviews polish our corporate image, and nourish the ambition to be part of our company among students. In order to successfully reach out to university students and to attract them, we have employed other methods in addition to this advertising, such as Audience Targeting, Ad Network and Domain Targeting. Our advertising was well-received by students and even popular among general users -- more than five times the expected number of people have visited our website! Students visiting our career fairs pointed out was that the advertising campaign on MSN was certainly one- oof-a-kind and thus extremely appealing. Obviously, the campaign has greatly contributed to achieving our initial objective, i.e., to strengthen our brand awareness. The photos used in the campaign were also the hot topic -- they stood for the rewarding results of our marketing expansion by exhibiting the photos to the public. Enhancing the Corporate Image of Worldwide Infra-Architecture Amongst Prospective University Graduates via Domain Targeting Close-up (Tie-up Advertising ) Prospective University Graduates Seeking Employment Opportunities Audience Targeting, Ad Network, University Domain Targeting Custom Microsite, Microsoft Media Network, MSN Homepage

Nippon Steel Engineering Co., Ltd. WORLD WIDE INFRA-ARCHITECTURE Campaign Launch Microsite Microsoft Media Network, Audience Targeting, Ad Network, Domain Targeting MSN Homepage, Rectangular banner 1. Photos 2. President’s Interviews 3 Employees’ Interview A-ha Experience Campaign Launch Diagram Taken by Toru Hiraiwa the talented photographer, the work- scene photos deliver an appealing image of our company and nourish the prospective graduates' ambition to develop a life-long career here. The interview with the president highlights the philosophy of the enterprise and the devotion to the company. Reflecting our employees' enthusiasm for their job, the interview with leaders of our latest projects helps the prospective graduates experience the dynamic scale of the workload in our company.. Designed for fun and enjoyment, A-ha Experience provides users with a platform to learn more about the latest technologies from Nippon Steel Engineering Co., Ltd.

Nippon Steel Engineering Co., Ltd. WORLD WIDE INFRA-ARCHITECTURE Campaign Launch Volume 1 Photographing Photo Gallery