ISEKAI Project

The ISEKAI Project: Bringing Color Back to the Bus in Mulhouse The “ISEKAI” initiative is presented as a mobility experimentation laboratory, drawing on Transdev Group’s expertise in collaboration with Mulhouse Alsace Agglomération and the Soléa network. 1. The Starting Point: A Poor Image Compared to the Tram The project was born from a behavioral observation: while users readily take the tram, they overwhelmingly avoid buses or coaches—especially in Mulhouse—once they obtain their driver’s license. Surveys focusing on “usage‑based design” revealed that the bus suffers from a “not very appealing” image compared to the tram, directly influencing how young people perceive and use the service. 2. The Concept: Between the Real World and the Virtual World To reverse this trend, the idea was to work on visual identity and the travel experience: Immersive wrapping: Buses and bus stops were fully redesigned and decorated. Manga inspiration: The universe is inspired by Japanese Isekai codes (transition from one world to another). Artificial Intelligence: A mobile app game powered by AI was created specifically for this line, immersing passengers in a virtual world during their trip. 3. A Collaborative and Iterative Approach The project mobilized local partners specializing in creative design and game development to ensure the experience aligned closely with user expectations. The process was intentionally iterative, maintaining close contact with users to ensure the operation truly added value to their daily journeys. 4. Early Feedback and Rollout The initiative is launched for a four‑month period. The first rounds of on‑the‑spot feedback are positive: users say that “something is happening” on the network and that it “feels different.”

The ISEKAI Project in Mulhouse The “ISEKAI” project is an initiative led by Mulhouse Alsace Agglomération, the Soléa network, and Transdev. It is a four‑month experiment designed to encourage young people to use the bus again. The Concept: Drawing Inspiration from Manga and Anime to Transform the Bus Ride into an Immersive Experience The idea is to use the visual codes and storytelling style of Japanese manga culture to make bus travel more appealing and engaging. The Objective: Combat the Decline in Bus Use Among Young People Once teenagers obtain their driver’s license, many abandon the bus in favor of the car—unlike the tram, which remains popular. ISEKAI aims to reverse this trend by making the bus more attractive and culturally relevant for younger generations. Key Components of the Experiment Immersive Design One bus has been fully wrapped in a manga‑inspired visual universe, as have several key bus stops. Artificial Intelligence A dedicated mobile app allows passengers to interact with this universe on their smartphones during the journey. Co‑construction with Youth The project was built with young people to ensure that the aesthetics and functionalities genuinely reflect their tastes and expectations. Why This Is Relevant for Your Article Even without voice‑over, the visuals alone highlight an innovative marketing strategy: The goal is no longer just to provide transport from point A to point B. The goal is to offer a cultural experience that speaks directly to the codes and preferences of Generation Z.