Results and Effectiveness

In less than a month, Petiteco was featured on TV, newspapers, internet, huge spread out on SNS ... She even got invited to be a guest at rock festivals! Now many people surrounded Petiteco wherever she went, talking to her and taking pictures together. Visitors to the show’s website increased 10 times, that’s more than 2 million people. We gained many new listeners!

Creative Execution

We turned the show’s equipment car, into a car radio-personality! A car that can communicate by herself. To do so, we structured an original radio personality dialog system: installed 3 years of footage, then for six month taught her modern Japanese language analyzing all open conversations on the web and SNS. Her communication skills evolved with a machine learning technique. On the website, everyone could seePetoteco’s current location. Sharing info about local places, she finds her next destination from recommendations. On twitter, everyone could talk with Petiteco and she would answer back. These conversations created the next show. Petiteco also does a free style rap featuring places, things, people she met. People were able to conect to Petiteco through different channels, contributing to the show from many diffrent angles.This idea turned a regular radio show to a new form of entertainment.

Insights, Strategy and the Idea

Honda Smile Mission is a nationwide daily radio show where a reporter travels all over Japan on a Honda Fit named Petiteco, introducing and rediscovering each area of Japan. Currently, the listeners are limited to people who listen to the radio while driving to work. Our mission was to find a way to increase communication and interaction with more people, attract interest to capture new listeners. The car, treveling around Japan all year round was the colsest to the listeners.We connected the people to the show through this car.Making it possible for the listeners to communicate with the radio personality directly anytime anywhere creating an interactive radio show.