We drew our target group's attention and interest by repeatedly emphasising the product's key feature, its double screen which enables innovative ways of game playing. Notably, we portrayed a huge Nintendo DS on the train's exterior, using the train's window as the game screen, thereby successfully appealing to the young adult/working population in an effective and direct way.

We successfully attracted the target population. A Google search for "My First Touch DS" produced 410,000 results. Over 2 million people were exposed to the train ad. TV news on the product's launch resulted in publicity worth 5 million dollars. After two months, domestic sales reached a record 1.75 million units, beating a rival product's sales.