'TRAIN'ING

Title'TRAIN'ING
BrandEAST JAPAN RAILWAY COMPANY., LTD.
Product / ServiceEAST JAPAN RAILWAY COMPANY., LTD.
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantMcCANN HEALTH Tokyo, JAPAN
Idea Creation McCANN HEALTH Tokyo, JAPAN
Production McCANN HEALTH Tokyo, JAPAN
Production 2 FENRIR INC. Osaka, JAPAN
Production 3 BANANA Koto-ku, JAPAN
Production 4 AOI PRO. INC. Akasaka, Tokyo, JAPAN
Additional Company EAST JAPAN RAILWAY COMPANY Shibuya-ku, JAPAN

Credits

Name Company Position
Matt Eastwood McCann Health Global Chief Creative Officer
Shunsuke Kakinami McCann Health Japan Executive Creative Director
Mai Kaneda McCann Health Japan Associate Creative Director
Jun Oizumi McCann Health Japan Group Creative Director
Takafumi Miki Mickey banana Art Director
Yukiko Yamada McCann Health Japan Art Director
Noriaki Tanimura McCann Health Japan Art Director
Jin Somemiya McCann Health Japan Digital Director
Chiaki Kobayashi McCann Health Japan Translator
Haruka Sato McCann Health Japan Creative Coordinator
Hiroyuki Baba McCann Health Japan Senior Business Director
Yasuyuki Ono Fenrir Inc. Development Leader
Wang Ziheng Fenrir Inc. System Engineer
Liu Yi Fenrir Inc. Application Engineer
Yasuyuki Fukatsu Blue Paddle Mockup Producer
Midori Umeda JR East Sports N/A
Kumiko Azumi JR East Sports Trainer
T'BONE N/A Herringbone Voice Actor
Sentaro Yoshino ittan Media Communication Planner
Yukari Hotta seizon senryaku Media Communication Planner
Hiroaki Murakoshi BOOTLEG Media Communication Planner
Masahiro Kawamoto AOI Pro. Film Director
Hisaya Kato AOI Pro. Executive Producer
Takahide Suzuki AOI Pro. Producer
Kenta Watanabe AOI Pro. Production Manager
Haruka Saito SoundCity Mixer
Sei Sakairi East Japan Railway Company N/A
Takami Tateishi East Japan Railway Company N/A
Tomoki Kobayashi East Japan Railway Company N/A
Yuhei Soda East Japan Railway Company N/A

Why is this work relevant for Direct?

Because this work inspires interactions in trains between East Japan Railway Company and its passengers through the app for health.

Background

As the aging of society is progressing, self-improvement for mind and body is a natural desire many people have regardless of age. In metropolitan Tokyo, 13 million people use Japan Railways everyday. In the era of MaaS(Mobility as a Service), East Japan Railway Company aims to add a value of their trains which contributes to people’s life, beyond just transportation.

Describe the creative idea (30% of vote)

Introducing ‘TRAIN’ing, a smartphone app turning the value of trains from a place for travel into a place that enables passengers to become healthier and stronger. By utilizing the iBeacon geo-fencing technology, the app connects with a device placed in train carriages and provides each passenger optimal coaching instructions by calculating their interests and real-time train information. Each personalized instruction is compiled from hundreds of mindfulness/workout exercises all of which have been developed by professional trainers. East Japan Railway, making travel time more meaningful for health.

Describe the strategy (20% of vote)

Target audience are 13 million people who live in metropolitan Tokyo and usually use Japan Railways for their everyday commute. Many of them have desires for health and growth, on the other hand, their working life makes it difficult especially hectic weekdays. They spend an average of 1 hour and 40 minutes in on trains a day. The strategy is offering them a new meaningful experience in trains by turning a place for travel into a place for health, through a simple and unique act of doing exercises only available in trains.

Describe the execution (20% of vote)

The app utilizes the iBeacon geo-fencing technology by connecting with the device placed in train carriages which runs aroud central Tokyo and stop at largest stations. By calculating information about each passenger’s interest, destination, position in the train, current location of the train, and the real-time congestion of carriage, it instantly provides each passenger optimal coaching instructions only available in trains. Each instruction is compiled from hundreds of mindfulness/workout exercises all of which have been developed by professional trainers. Hand-straps, seats, and poles on trains become their exercise instruments. Together with illustrated animations on smartphone, passengers have voice-guided experiences as if a real personal trainer is next to them.

List the results (30% of vote)

In less than one month since the introduction, the app reached: - 600M media impressions (11 countries) - 22M twitter impressions - $2.5M media equivalent cost East Japan Railway Company is on the process of expanding the app to its other lines nationwide. A variety of responses came from media and social networks: “Turning an ordinary commute into an opportunity for health and wellness”(campaign) “Harness the geo-fencing technology for health”(TECHABLE) “Makes travel time more meaningful”(TBS) “The frustration of crowded trains, now an enjoyment”(Twitter)

Links

Website URL   |   Supporting Webpage