We decided to utilise taxi seatbelts. Taxis are used by many businessmen on a daily basis and already included many items used as advertising media, such LED TV screens, leaflet holders, and window stickers.

Seat belts, however, were not sold as a form of media, making it possible for us to monopolise them and win attention.The same year, it also became compulsory for back-seat passengers to wear seatbelts and for announcements on wearing seatbelts to be made in taxis. Previously neglected, the seatbelt suddenly became the centre of people’s attention.We used a creative execution consistent with that used for other media, featuring a samurai (metaphor for the medieval salaried worker) with a pot belly who is ashamed for not taking good care of his body. When a passenger noticed the ad on the seat belt, he could identify with the message.

The campaign created a big buzz by capitalising on the social trend to tackle obesity and the requirement for all vehicle passengers to wear seatbelts. According to a post-campaign survey, both product recognition and purchase intention rose 18% from the pre-campaign period.