[Campaign Commentary]This was a campaign to promote use of the bullet train (‘Nozomi’), aiming to change from the negative image of long hours of travel, to a more positive image of ‘time for various activities.

The campaign was deployed using the hot topics of brain training and EQ, in order to promote the idea of travel time as time that enables various activities.

Phase 1 Brain training quizzes on the street!!Brain training was given exposure on the streetby using various different methodsto hold brain training quizzes.

Phase 2 Attract the customerto the Web!!By posting the answers to the quizzes on the Web, the consumer was then attracted to the Web.

This was promoting the high value of travel time.

Phase 3 Use noveltiesto promote usage!!