Mitsubishi Electric participated in Eco-Products 2010, which was held over the three-day period from December 9 to 11, 2010 at Tokyo Big Sight.

Based on the concept, "Enjoy & Learn. Eco Changes from Mitsubishi Electric," our booth provided environmental information in an entertaining and easy-to-understand fashion, and attracted large crowds, from young children to adults.

Reflecting the trend of increasing environmental interest among an extremely wide range of people, including business professionals, general consumers, and students, the three-day event was attended by the largest number of visitors ever this year (183,340), and exceeded the number of visitors to CEATEC Japan (held over five days) for the first time in 12 years. With many schools now utilizing eco-products as part of environmental education, large numbers of elementary and junior high school students also visited our booth each day.

The "interactive recycling workshop," which was held as a main feature of the booth, provided knowledge about recycling through engaging experiments and amusing performance; it was especially popular among students.

In step with the current trend, 3D video was also used to introduce and further facilitate understanding of the recycling process, by providing a virtual experience through each step of the recycling process—something that normally cannot be seen. In the low-carbon section, we introduced the vast scope of Mitsubishi Electric's environmental initiatives "from in the home to outer space" in a before-and-after format using illustrations instead of the usual panel displays, and promoted awareness of our commitment to the environment in a fashion that general consumers can understand easily.

During the event, actress Momoko Kikuchi made a surprise appearance at the booth, and even participated in a recycling experiment, as excited crowds gathered around the stage.

Mitsubishi Electric launched a new Eco Changes promotional campaign to coincide with the Eco-Products 2010 exhibition. During the first week of December, a variety of advertisements were run intensively in special eco-product issues of newspapers and magazines such as Asahi Shimbun, Asahi Shogakusei Shimbun, Nikkei Shimbun, Nikkei Business, Nikkei Ecology, and Nikkei Ecomom. The advertisements focused on Mitsubishi Electric's smart grid trials as one initiative to help create a low-carbon society, as well as on our high-purity plastic recycling efforts to help create a recycling-based society.

We also produced an illustrated, easy-to-understand Eco Changes reader, and created Eco Changes playing cards designed with an Eco Change Product on each card, to promote awareness of the vast scope of Mitsubishi Electric's environmental initiatives, together with the previously published Environmental Statement Book.

Additionally, we are taking steady steps to enhance Mitsubishi Electric's Japanese website and mobile site. Booklets, sales promotional tools, posters, and other such items may now be ordered through the Eco Changes Intranet in Japan for greater convenience.

Large-capacity elevators were the theme of the 64th advertisement in our corporate advertisement series. In May 2010, Osaka's Umeda Hankyu Building Office Tower was built adjacent to the Umeda Hankyu Building, which has been the "face" of the Osaka Umeda district since the beginning of the Showa Era. The new building has been outfitted with the largest passenger elevator in Japan, developed by Mitsubishi Electric. We decided to feature it in our advertisement, as it represented a landmark achievement that garnered widespread attention.

The "In China Series" of corporate advertisements were launched in the People's Republic of China in 2007. As the 14th in the series, we ran an advertisement that introduced the installation of Mitsubishi Electric's electrical railway facilities in the Guangzhou Metro No. 5 Line.

We completed and commenced distribution of the 2010 edition of "Introduction to Mitsubishi Electric Key Technologies" as an English-language PR tool intended to promote wide-ranging, global-scale corporate promotional activities by overseas companies.

Mitsubishi Electric's Train Vision system currently delivers transportation information on one screen, but to develop a dual-screen system, a demonstration test was begun with the cooperation of Sapporo City Transportation Bureau. News of this experiment appeared in newspapers and on TV, and attracted widespread attention. Mitsubishi Electric's Corporate Advertising Division contributed by producing entertainment contents and providing commercial clips, through the Hokkaido Branch Office.

The Global Website (GWS) had its News section updated in December 2010, and adopted CMS^*1 for provision of news releases. Up until this renewal, news releases were provided in PDF format only, but now they have also been made available in HTML, to boost their search engine results. Moreover, with the addition of the RSS^*2 function, event information, updates, links to Mitsubishi Electric news around the world, links to renewed sites, and more, the new news release page has become a more timely and convenient source of information.