Title | CAR RADIO-PERSONALITY |
Brand | TOKYO FM BROADCASTING |
Product / Service | HONDA SMILE MISISON |
Category | A02. Best Use of Social Media |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
PR/Advertising Agency: | DENTSU Tokyo, JAPAN |
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 |
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!
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.
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!
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.
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.
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.