The aim of the project was to improve the brand awareness and sales.1)The concept is to deliver the “ENERGY” and revitalise businessmen tiredfrom over work by launching "imaginative" bicycle courier company called “IPPON Energy Express” 2)Create buzz by “employing” Japanese popular comedians.3)Considering the nature of businessmen, the media and contact points are carefully selected. Mass media was not an option and focused solely on website and PR activity i.e. the media strategy was constructed to achieve maximum publicity only by promotional campaign.

During the campaign (19th -31st Oct 2009), the website achieved 187,763 page views and 47,619 unique users.The sales were up by 30% at the Kiosk in the station.