Tokyo, Japan 11th of April 2008

MasterCard’s (NYSE: MA) sponsorship of Japan Fashion Weekrsquo;s “3GTV Japan” has been the first to use the latest branded interactive mobile video service – MobiActions. In a tie-up between Activate, KK, a Japan based advertising agency and McCann Erickson International, Sairis Group delivered an integrated MobiActions campaign for Japan Fashion Week providing unique and compelling media access to live and archived video contents as well as a real-time videoblog for visitors.

About the MasterCard MobiActions IVVR promotion:

Visitors of Japanrsquo;s MasterCard Fashion week, were prompted to videocall into the MasterCard branded MobiActions service and leave a videoblog (Vlog) of their experience of the MasterCard Fashion experience. This was then posted directly to the live JFW website, where other mobile videobloggers could view their comments. Throughout the videocall MasterCard were able to increase their brand experience with MasterCard logo and MasterCard full motion MobiAds (TVCs).

To view a video sample of the MasterCard Japan Fashion week MobiActions promotion, please view link:

Also available on Youtube

Tim Smith (CTO of Urban Marketing) says, “MobiActions seamlessly integrates the mobile web experience with the 3G video experience providing advertising agencies a full featured, 360degree platform to present and manage integrated and interactive mobile media campaigns. Based on patented call-to-action-control, exclusive to Urban Marketing, the MobiActions system guarantees that the viewers WILL experience not only the fun of a cool mobile interactive campaign, but also the BRAND messages which support it.”

MobiActions IVVR is also now available in Australia according to Sam Wilson – Urban Marketingrsquo;s Chief Operating Officer. “Now with the availability of interactive video and voice promotions & applications for Japanese and Australian brands, consumers can quickly interact with branded video and audio content via a 3G mobile phone. No longer do you have to wait for a WAP page to download, as the system uses video calling, which is available on 99% of 3G handsets.”

“The ability to influence word of mouth communication is at the forefront of any communications strategy,” says Jerry Gentleman, Director of Activate Japan. “Once a big idea is identified, we look to leverage the digital media world and extend the creative concept online whether through digital media relations, 3G and mobile development, website development, or social networking. Activate and its technical partner Sairis have a crystal clear vision of what needs to be done to manage this evolution in the best interest of clients like MasterCard.”

MobiActions enables brands to create an interactive mobile branding experience using branded video and audio media. Advertisers can run interactive mobile video and audio promotions for surveys, new product videos, movie trailers, music video voting and competitions as well as any business applications requiring video blogging from a mobile device

Sam Wilson (Chief Operating Officer)
Mobile: +61 412 097 771

Tim Smith (Chief Technical Officer)
Mobile: +81-80-3503-0081

Jerry Gentlemann (Director, Activate)
Mobile: +81-90-3680-0454