March 2012

ADK Championing the Development of “Co-creation” in Japan through its
Alliance with eYeka~ New Business Model Connecting Companies and
200,000 Creators in 94 Countries ~(“Stand for Japan” Campaign Outstanding Entries Exhibition~ March 26-28)
ASATSU-DK INC. (ADK; head office Chuo Ward, Tokyo; Yoji Shimizu,President & Group CEO) was pleased to announce the launch of a businessalliance in December of last year with eYeka S.A. (head office France;
Francois Petavy, CEO), French company who is the global market leader inonline co-creation with consumers. Since then, ADK has ranked as the first
official partner for eYeka worldwide, with the two companies having alreadyinitiated a number of co-creation projects across the World, combining ADK's
strategic expertise with the collective creative power of eYeka's online
community of consumers.
In support of this new venture, ADK and eYeka have developed “Stand forJapan", a co-creation project where people from all over the World wereinvited to create imagery that shows what, in their eyes makes Japan truly
unique and endearing. The campaign generated submissions of over 300
outstanding creative content (spanning videos, animations, illustrations andother formats) with participants stemming from 41 countries such as ,France and even China. The project is a good example of how co-creation canbring fresh and creative ideas from a diverse group of consumers. The bestvisual content received will be shown during a 3-day period, from March 26th
to 28th at the ADK Shochiku Square 1st Floor Gallery (in the Tsukiji districtof Tokyo).
Leveraging its groundbreaking tie-up with eYeka, ADK is determined tooffer revolutionary creative solutions engineered to meet the needs ofJapanese companies who want to launch innovative marketing andcommunication solutions fast. This will involve mobilizing eYeka's

co-creation community to support the development of new creative concepts
for customers in brand creation, brand experience and new productdevelopment.
Who is eYeka?
eYeka is the global market leader in online consumer co-creation. The
company leverages a community of 200,000 creative consumers from 94
countries that helps companies generate fresh creative ideas, unlock
innovation opportunities and drive consumer engagement at a global level,
in a matter of weeks and within a confidential, IP protected environment.
Typically, a company will approach eYeka to benefit from fresh creative ideas
to solve its marketing or communication challenges. These marketing
challenges are turned into creative challenges where eYeka members areinvited to participate, in the form of a competition with prizes rewarding thebest ideas.
eYeka serves more than 40 of the top 100 brands such as P&G, Kraft,Coca-Cola, Unilever, Danone, Hyundai and Microsoft and is present inFrance, Singapore, China, the United Arab Emirates, the United State andthe United Kingdom.
For more information: http://en.eyeka.com (available in 12 languages,including English and Japanese.)
Factors Behind the Advance of Co-Creation in Japan●Rising Corporate Demand for Social Media Solutions
In a regular advertising dynamics survey targeting companies, one of thequestions asked was: “What recent advertising industry topics are viewed asimportant issues?” The number of responses citing “The effects of socialmedia” has shot up from 27.1 points to 52.9 points over the year. This clearly
underscores the intense quest from companies for viable solutions andplatforms where they can engage and collaborate with consumers.
(Reference: From Nikkei Advertising Research Institute “Advertising
Dynamics Survey, 2010-2011 Edition”)

What value does ADK see in eYeka, co-creation?
eYeka is an online community now registering more than 200,000
consumers in 94 nations worldwide. The community is mostly composed ofordinary consumers who have a strong interest in creativity, with themajority being skilled in creative techniques such as video production,
graphic design, photography and illustration... In addition, numerous
creative professionals from all industries also participate in eYeka's contests.
In that sense, using eYeka is the key to accessing a truly rich variety of ideas
from an extensive creative community. As proof of this, the community
continues to generate a steady stream of original concepts that companies
have failed to come up with on their own.
●A global market leader, top ranked by an independent research company
According to “The Forrester WaveTM: Co-Creation Contest Vendors,September 2011” report, eYeka “sits atop the leaderboard” and is considered“well positioned for future growth.” The company was top-ranked for overall
current offering, strategy, and market presence. eYeka has worked on nearly
400 projects over the years, with long term relationships forged with anumber of leading brands such as Unilever, P&G, Danone, Kraft, Coca-Cola,
Hyundai or Microsoft.
● Co-creation is faster than traditional innovation methods
Conventional innovation and consumer research techniques are pretty slow
and sequential, with consumers sometimes solicited at the beginning to
uncover potential needs. Solutions to these needs are then developed
internally and tested with consumers. With online co-creation, consumers
can express needs and provide a solution in the same project, accelerating
the innovation process. This allows companies to launch innovative products
or campaigns faster than their competitors.
●Learn about co-creation to foster an internal culture of innovation
One of the benefits of working on an online co-creation project is to learn
how to involve consumers strategically at the onset to create innovative
products or campaigns. This practice is instrumental to create a corporate
culture that is open to ideas that comes from external sources, which
increasingly is becoming the basis for innovation today.

● Giving Consumers a Voice in Advertising, New Product Development
eYeka can offer high-quality User Generated Contents (UGC) through its
consumer competitions. But eYeka also engages consumers beyond thedevelopment of advertizing content. On eYeka's co-creation platform
consumers are invited to contribute more strategically on brand positioning,
new idea, new communication and new product development. This is termed:
User Generated Innovation (UGI). The end-result is an increased supply ofcreative ideas, that are consumer-rooted, allowing companies to better
anticipate consumer demand and offering products that truely meet
consumer needs, since they are designed by them.
●Looking Outside Japan for a Competitive advantage in Business
Expansion at Home and Abroad
With eYeka having grown into an expansive online community linking over
200,000 consumers in 94 nations, it has perfected the art of identifying
consumer insights and trends that reflect a diversity of culture, viewpoints
and ideas. By beaming out issues and challenges faced in Japan toconsumers from all corners of the globe, it will prove possible to mine newideas that are free of local cultural bias. This increases the chances forJapanese companies to access radically new thinking from overseas, giving
them a strong competitive advantage, at home or abroad.

“Stand for Japan” Campaign Overview◆ Campaign Contents
As several nations are jostling to become global cultural superpowers, ADK
and eYeka asked creative consumers across the World about what, in theireyes makes Japan truly unique and endearing. The project touched the heartof eYeka's community members with over 300 participants submitting theirown vision of how Japan still has a strong, unrivaled appeal. Participants
used videos, animations, illustration and photography to communicate theirpersonal visions of "the Japan they love", with topics ranging from art,
cuisine, technology, people and history, creating a unique mosaic of how
Japan is seen, from the rest of the World's perspective.

◆ Entry Submission Period:
February 1 ~ March 1, 2012
◆ Total Number of Entries:
321 creations“Stand for Japan” Outstanding Works Exhibition◆ Dates/Hours:
March 26-28, 2012 (10:00 a.m. ~ 6:00 p.m.)◆ Venue:
ADK Shochiku Square 1st Floor Gallery(Address: 1-13-1 Tsukiji, Chuo-ku, Tokyo)[Inquiries]
ASATSU-DK INC.
Communication Channel Planning Department
Tel: (03) 3547-2931(Attention: Haraguchi, Muramoto, Okuda, Aida)
E-mail: eyeka_prj@adk.jp