CAR RADIO-PERSONALITY

TitleCAR RADIO-PERSONALITY
BrandTOKYO FM BROADCASTING
Product / ServiceHONDA SMILE MISISON
CategoryA02. Best Use of Social Media
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
PR/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Company Position
Masao Nakajima Dentsu Executive Producer
Ryota Akamatsu Tokyo Fm Broadcasting Producer
Naoko Tanaka Tokyo Fm Broadcasting Producer
Kaoru Sugano Dentsu Creative Technologist
Nadya Kirillova Dentsu Copywriter
Yu Orai Dentsu Art Director
Takashi Kamada Spfdesign Inc. Art Director/Design/Flash Development
Yuko Takada Spfdesign Inc. Direction
Satoshi Manaka Spfdesign Inc Html Markup
Kohei Yamamoto Spfdesign Inc Html Markup
Gen Okumura Spfdesign Inc Program
Nao Tokui Qosmo Inc. Talking System Development
Kouki Yamada Qosmo Inc. Talking System Development
Motoi Ishibashi 4nchor5 La6 Hardware Development
Yu Orai Dentsu Illustraion
Sayaka Shoji Illustraion
Taro Ishida Music Composer
Kazuya Toda Lift Film Producer
Atsushi Ogawa Lift Film Producer
Show Yanagisawa The Director's Guild Film Director

The Campaign

Background Honda Smile Mission is a daily radio show where a reporter introduces Japan while driving a car named Petiteco. Currently, the listeners are drivers. Our mission was to find a way to increase interaction with more people, and attract interest to capture new listeners. Solution We turned the show’s car that carried interview equipment, 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 through the journey. On the website, everyone could check out Petoteco’s current location. Sharing info about local places, she finds her next destination from recommendations. On twitter, everyone could talk with Petiteco. These conversations created the next show. Petiteco also does a free style rap featuring places, things, people she met. Results In less than a month, Petiteco was featured on TV, newspapers, internet, huge spread out on SNS ... Visitors to the show’s website increased 10 times, that’s more than 2 million people. We gained many new listeners!

The Brief

Honda Smile Mission needed a way to gather info for the next show, find interesting people to interview and expand their listeners. the targets were people who have a means to listen to the radio.This car radio-personality solved all of the three problems.

Results

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!

Execution

We turned the show’s equipment car, into a car radio-personality that can communicate by herself!  How? 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/SNS. Her communication skills evolved with a machine learning technique. On the website, everyone could see Petoteco’s current location. Sharing info about local places, she finds her next destination from recommendations. On twitter, everyone could talk with Petiteco. These conversations created the next show. Petiteco also does a free style rap featuring places, things, people she met. The campaign run by the original plan although it took us longer than planned to develop the talking sysytem and hardware for the car.

The Situation

Honda Smile Mission needed a way to gather info for the next show, find interesting people to interview and expand their listeners. This car radio-personality solved all of the three problems. Making it possible for the listeners to communicate with the radio personality directly anytime anywhere creating an interactive radio show. Also, the listeners’ voices were integrated in to the show making them want to participate even more through talking to Petiteco. Her unique look gathered a lot of attention everywhere she went attracting new listeners. This idea turned a regular radio show to a new form of entertainment.

The Strategy

Making it possible for the listeners to communicate with the radio personality directly anytime anywhere creating an interactive radio show. Also, the listeners’ voices were integrated in to the show making them want to participate even more through talking to Petiteco. This idea turned a regular radio show to a new form of entertainment.