We set up a concept using an image color of their timer, which are Yellow and Black, inspires runners who have passion toward time. We negotiated with Tokyo Metro (owns in-train media) to enable to switch in-train ad on the same day that they never did before. At the meantime, we announced and notified runners to join this experiment before the event (such as EXPO), we made timer displayed at Ginza Wako, TV-commercial, and special web site.

At first, runners were very happily joined the campaign and moved by what we tried to create. On SNS sites, we could find positive comments one after another such as “Nice project!”, “I’m moved”, “Terrific, SEIKO!”. Number of access to SEIKO web site increased by 1,000% and media coverage reached to worth 3 billion yen. This project is confirmed to continue doing next year on, as an annual event to enhance SEIKO’s brand image.