Tokyo's trains have been dominated by a science fiction attack known as the Star Wars 'Train Railings Lightsabers' campaign. This galactic fight is definitely a win for the creators of this action-packed and fun advertising campaign.
The new Star Wars 'The Complete Saga' Blu-ray DVD boxset was released on Sept 16th in Japan; therefore, 20th Century Fox Home Entertainment Japan transformed Tokyo's train railings into Star Wars lightsabers. The idea is very imaginative and closely related to the whole science fiction theme. In addition, the strategic location of the lightsabers forces people to actively interact with the whole campaign.
After all the marketing campaigns done to promote Star Wars movies, it's surprising to still discover clever and entertaining marketing projects to promote the films. The Star Wars Train Railings Lightsabers is proof that targeting commuters is -- and will continue to be -- an effective tool to advertise products.