We modify the real urban bus into ‘Number 1000 Morning Bus’ and operate it around heavy traffic areas during the morning rush hours. To express ‘Morning’ with it, the body colour is changed from blue to orange because the main colour of ‘Morning’ is orange.To express 1,000cc engine, the number of bus is changed to number 1000. The bus service route is changed to benefit city cars. In addition, we served a cup of the ‘morning coffee’ at every bus stop to increase the target response.When targets see the number 1000 on the route panel, they notice ‘Morning’ has 1,000cc engine. While ‘Morning bus’ runs with the service route panel (written city car benefits), they feel ‘Morning’ takes city car benefits.

‘Morning’ sold 20,710 units during the first month. It is over 40% of the annual sales goal (50,000 units). Furthermore, targets express lots of interest in ‘Morning Bus’ and feel fun. Many of them introduce it on the internet (blog, café) by themselves.