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3 New Celebrities to Promote 3G Service

23rd November , 2004

ASIA : Vodafone K.K. announced that it has enlisted three Japanese celebrities, Rosa Kato, Ryuta Sato, and Kuranosuke Sasaki, to promote Vodafone K.K.’s upcoming 3G handsets, the Vodafone 902/802/702 series.

Yu Yamada, who has previously appeared in Vodafone K.K. ads, will also be part of the new campaign.

By focusing on the celebrity expressions of enjoyment when using Vodafone K.K.’s new 3G services, the advertisements will convey that anyone can enjoy the new handsets and the new and exciting services they offer. The four celebrities will play the following roles:

- Rosa Kato ( inset above ) : customer enjoying Sha-mail and long Movie Sha-mail video messages
- Ryuta Sato: customer enjoying Chaku-Uta ® /Long Version and other rich content on the web
- Kuranosuke Sasaki: business customer that effectively uses video call and other services for work
- Yu Yamada: global customer who enjoys voice, mail and the web both in Japan and abroad

The four celebrities will first appear together in the initial “3G Theme” advertisement on November 24* to build up anticipation and excitement for the new 3G services. The TV advertisement will then be followed by a variety of communications in different media to promote the new services. For more information and profiles on the four celebrities, please see the attached appendices.

*In the Kanto area only. Other regions will air the advertisements from 25 November.

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