Rohto Z! are eye drops from Japan that refresh and exhilarate tired eyes. They are known in Japan for being effective and refreshing.

But we at Rohto Pharmaceutical weren’t satisfied.

Even in hard-working Japan, too many people were still overlooking our little bottle. In particular, we really wanted busy young people to give our eye drops a try.

[Challenge]How could we get a younger demographic who had never used eye drops to try Rohto Z!?

Then we thought of something: something that everyone carries with them all the time and looks at every day, but they would be ashamed if anyone else saw it... That's right! Their cell phone alarm screen!

“Eye-Opening Alarm Train”

This is the name we gave to our strategy.

[Idea]Let’s “take over” an entire train car with a bunch of loooooong alarm screens!

On that morning, every early-rising passenger on their way to school or work was enveloped in an extraordinary sight, from over their heads to under their feet!

There was a lot of different copy to go along with the giant alarm screen. Words of sympathy for tired eyes, and words of encouragement for anyone who has a hard time getting out of bed in the morning.

This spectacle was on display for about one month on two train lines on the Tokyo Metro.

Even passengers who usually spend the whole ride staring down at their phones couldn’t help but look away to the giant phone screen taking up the train.