Brief Explanation

"The Cherry Blossom Train," a Ginza Line 1000 Series carriage decorated with cherry blossoms, ran between March 12 and April 08, 2018. For the occasion, a collaboration was formed between Tokyo Metro and Asahi Super Dry to establish the “Hanami = Beer = Asahi Super Dry" association. Rather than simply resorting to OOH ads, creating a new touch-point by decorating a familiar space in an unusual manner made for more impactful communication. 100,000 copies of a "Tokyo Cherry Blossom-Viewing Guide" were distributed in Tokyo Metro stations to showcase locations along Tokyo Metro lines. Because of the limited numbers of "Cherry blossom trains" (only 8 round-trips a day) the story was picked up by news programs, newspapers and social media. Visitors were able to check travel information posted daily on a dedicated website. The campaign highlighted the Japanese people’s love affair with cherry blossoms, Japan’s symbol.

Execution

Nothing special