In Japan, Branded Entertainment is seen quite frequently these days, such as entertaining content featuring celebrities, and/or special movies or content made to expand the world of original commercial messages.

The developmental process was updated daily on special website to show our authentic approach. After the development of 'Toilet Bike Neo' was completed, it was sought after by all kinds of media and its setting off for the 1,400km journey was widely reported. Also it was featured on every local media along its 3 month journey and became the talk of everywhere it went.

The activity of 'Toilet Bike Neo' soon became an interest phenomenon for the media inside and outside of Japan. It has exceeded 600,000 web page views and 4,500tweets, while the bike covered 1,400km in 28 days. More than 500 people were given a go at raiding the bike.TOTO's eco-friendly activity became widely spread throughout Japan and much laughter was had over this ec0-friendly project.