Challenge: How to turn an ordinary commute into an opportunity for health and wellness?

Solution: A new app developed by McCann Health Japan is turning riding the train not just into a place of travel but into a place for growth. Created for client East Japan Railway in collaboration with Japanese fitness club JEXER, the smart app harnesses the power of geofencing technology in Tokyo-area trains to provide train riders voice-guided personalized ‘TRAIN’ing programs for both physical and mental health.

Using just what can be found on in the train car – a seat, a pole and a hand strap – the app coaches the user through physical or mental exercises as they travel on the train.  The app coordinates with beacons installed in the train cars to provide the optimal training program for each user depending on travel time, boarding location and congestion status of the train. The user’s training history is visualized in the app using graphs and badges, motivating continued use and travel.

Developed under the supervision of fitness programmers and instructors, the app takes an ordinary part of everyday life for those living in Tokyo and transforms it into an opportunity for better health management.

Result: This meaningful and innovative campaign just launched — stay tuned to see the impact it makes!


Agency: McCann Health Japan

Executive Creative Director/Concepter: Shunsuke Kakinami

Creative Director/Art Director: Jun Oizumi

Experience Designer/Copywriter/Account Planner/Concepter:
Mai Kaneda

Art Director: Yukiko Yamada   

Art Director: Noriaki Tanimura

Art Director: Takafumi Miki Mickey, BANANA inc.

Technical Producer: Jin Somemiya

Translator: Chiaki Kobayashi    

Business Director: Hiroyuki Baba        


Development Leader: Yasuyuki Ono, Fenrir Inc.

System Engineer: Wang Ziheng, Fenrir Inc.

Application Engineer: Liu Yi, Fenrir Dalian

Mockup Producer: Yasuyuki Fukatsu, Blue Paddle

Trainer: Kumiko Azumi, JR East Sports Co., Ltd.

Voice Actor: T’BONE, Herringbone


Media Communication Planner: Sentaro Yoshino, Freelance

Media Communication Planner: Yurika Hotta, seizon senryaku

Media Communication Planner: Hiroaki Murakoshi, BOOTLEG

Film Director/Cinematographer: Masahiro Kawamoto, AOI Pro.

Executive Film Producer: Hisaya Kato, AOI Pro.

Film Producer: Takahide Suzuki, AOI Pro.

Film Production Manager: Kenta Watanabe, AOI Pro.

Mixer: Haruki Saito: SoundCity

Actor: Shiori Tamoto, Freelance

Actor: Keitaro Azumi, AZUL

Program Supervisor: Midori Umeda, JR East Sports Co., Ltd.


Client: East Japan Railway Company., Ltd.

Client Director: Sei Sakairi,

Client Director: Takami Tateishi

Client Superviser: Tomoki Kobayashi  

Client Superviser: Yuhei Soda