This is a story about my brother and a particular train.
So my brother commutes to work everyday and he uses the commuter line train in Jakarta. Being a Japan – culture enthusiast he somehow found out a rather touching story about one particular Japanese train, 205-0 series train from JR Nambu Line.
This train recently ended its service in Japan last December because it’s going to be shipped to Indonesia (Indonesia has been actively buying Japanese old trains for our commuter line). On its very last ride, the train conductor on board made a very touching speech.
“This train that you are currently riding will retire as of today from service on the JR Nambu Line. It will continue active service from here on in Jakarta, Indonesia. We will arrive at the Musashi-Nakahara Station terminus in a few moments. Please make sure that you take all of your belongings with you as you exit the train. We sincerely hope that you take all of your happy memories of being on this train home with you for safekeeping as well.”
In addition, the train is reportedly decorated with pictures and some thank you notes from Japanese kids who used to ride the train. You can read the full story here.
Long story short, my brother then found the train which has been in use on the KRL Jabodetabek Commuter Line. He saw that the pictures from the kids are real! Here’s one picture that he took:
Well I don’t speak Japanese, but I found the idea very touching, still. Don’t you think?
Being a kind-hearted and brilliant person that he is, my brother then had this idea of sending another thank you note to the Japanese people, basically telling them that the train has arrived safely in Indonesia and is operating smoothly on a daily basis. Because he has limited proficiency of Japanese language he contacted his friends to translate the message, drew a picture, and then tweeted it yesterday to his personal account.
24 hours later – it has gotten over 1000 RT.
I am an advertising graduate and I used to handle a Twitter account of a very credible organisation but none of the campaigns I organised ever reached this milestone. Wow.
Meanwhile, this is just something that my brother did out of his genuine interest and sincerity… A simple ‘thank you’ message.
Now, I’m sharing this story with you not because of the RTs and likes that he got. They’re just a number. But if we see it from a Marketing perspective.. why do you think his tweets got so many response?
Well, I think it’s because (1) the message is sincere and honest (2) it is simple (3) it gives a “life” and “emotion” for a “product” (4) it reaches specific communities.. the Japanese trains enthusiasts, Indonesian KRL users, and of course, Indonesian Japanese culture enthusiasts….you know how it is with communities, yep.
Those points are not new, for sure. They have been talked about over and over in marketing lectures/seminars… but still what happened with my brother makes me want to remind you (and myself), that emotion and connection always win in today’s cluttered environment.
Oh, and I also want to tell the blogosphere that I’m super proud of my brother because really, who in the world has such pure heart? :’) *cry* *happytears*
Sincerely, a super proud big sister ❤