Title | 'TRAIN'ING |
Brand | EAST JAPAN RAILWAY COMPANY., LTD. |
Product / Service | TBD |
Category | A01. Activation by Location |
Entrant | McCANN 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 |
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 |
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.
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.
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.
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.
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)
Website URL | Supporting Webpage