Media team interpreted the idea that promptness and hand-made-feeling are important. To make the ad to be put as early as possible, we cooperated with Tokyo Metro for fast and accurate procedure to put the ads in subways.

Only 1.5 hours after runners came to the finish booth and wrote down their time and messages, their ad was already put in subways.

Runners informed about the ads via SMS and etc to their friends. Also many people in subways tweeted or commented about it on facebook, twitter, mixi and etc.

This year was second year doing this campaign and the ad becomes annual event for people. Many runners queued up for creating ad after their finish and their friends looked for their time in subways.

The number of access to SEIKO's site dramatically increased since many people really wanted to know how the ad was made.