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. Many of them have desires for health and growth, on the other hand, their working life makes it difficult to pursue it especially on hectic weekdays. They spend an average of 1 hour and 40 minutes in trains a day. In the era of Mobility as a Service(MaaS), East Japan Railway Company(JR East) aims to add a value to their trains which contributes to people’s health, beyond just transportation.

‘TRAIN’ing is 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 information about each interest, destination, position in the train, current location of the train and real-time congestion of each carriage. Each personalized instruction is compiled from hundreds of mindfulness/workout exercises all of which have been developed by professional trainers. Each passenger can experience each personalized voice-guided exercises only available inside trains until reaching each set destination.

East Japan Railway, making travel time more meaningful for health.

Credits

• Shunsuke Kakinami (McCann Health Japan): Executive Creative Director, Creative Director

• Mai Kaneda (McCann Health Japan): Associate Creative Director, Experience Designer, Copywriter, Producer

• Jun Oizumi (McCann Health Japan): Group Creative Director, Art Director

• Takafumi Miki Mickey (banana): Art Director, Logo Designer

• 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

• Matt Eastwood (McCann Health): Global Chief Creative Officer

• Yasuyuki Ono (Fenrir): Development Leader

• Wang Ziheng (Fenrir): System Engineer

• Liu Yi (Fenrir): Application Engineer

• Kumiko Azumi (JR East Sports): Trainer

• T'BONE (Herringbone): Voice Actor

• Sentaro Yoshino (ittan): Media Communication Planner

• Yukari Hotta (seison senryaku): Media Communication Planner

• Hiroaki Muraokoshi (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