In order to increase familiarity with and knowledge of the “character” of the Romance Car, an illustrated icon of the train that would appeal to young women was created, and was paired with an eye-catching stripe and dot design. Shinjuku Station, the largest terminal in Japan, was covered in this design, making this outdoor campaign very impactful and successful.

As this campaign took over the entire station, it could not be missed. Young women and Romance Car fans alike shared images of this campaign on Twitter, Facebook and other social media sites.