We developed what could be the most creatively refined approach in the world, to launch the new Shinkansen under the concept of “dream superexpress”. Besides TV commercials, various railway media such as station/train posters, ad trains (chartered for ad placement), and special monitors located inside the stations were actively utilised. Also, to enable all to participate in the “dream superexpress” promotion, its nickname was publicly sought, and a pre-launch special test-riding event was organised, both of which could be applied mainly through the web.

- Nicknames gathered publicly added up to 150,372 in one month.- 246,252 people applied for the test-riding event, well above the 4,000 slots offered.- Tickets for the first ride sold out in 40 seconds.- People filled the station platform on its day of debut.