The ISEKAI project aims to create an emotional bond and generate interest in the bus among young people aged 17 to 25, by transforming the ride experience into an immersive adventure.

A creative universe based on video games has been designed specifically for this target group. The aim is to create a link between the real and unreal worlds – Isekai – and to help Noa, a fictional character, solve quests.

Bus stops became gateways to a virtual world, while buses were dressed both inside and out for total immersion. An online game has also been created to help Noa on her missions and try to win prizes.