Believing young adults will embrace technology if it seems cool, Taiwan's mobile-service provider FarEastone launched I-Mode data service with a darkly humorous campaign. I-Mode is positioned as "Life's little portal" in three spots by Ogilvy & Mather
, Taipei. In "Garbage," a bored garbage collector accidentally tosses a small dog into his truck with the trash. The ad ends: "Time to find a new pet on I-Mode?"