The Campaign

The idea was to use cutting-edge TDK technology in absolutely different way from trending IoT/gadgets such as stand-alone robotics or personal perfect servant like amazon echo. Thus, we come up with the idea of technology connecting human and nature. Bons-AI is not stand-alone technology but technology stands between nature and humans. Bons-AI is a like no other bonsai which can communicate with human. Each function was designed to encourage people and plants could have compassion for each other: asking people to give water when needed, or learning conversation by people talking their problems to Bons-AI.

Creative Execution

We initiated Bons-AI project as an ongoing project. We opened project outline to public before it started, and collaborated with several partners which gave us AI and robotics. The progress of this projects was introduced online and after 5 months, the prototype Bons-AI was created. We designed three functions: asking for water to humans if needed, walking around the room to look for sunlight and answering to humans's problem when people talk to it. A few series of concept movie and exhibitions attracted interests from mass and social media from not only Japan but also overseas.

400+ articles around the globe 35+ million media impressions 9+ million views on YouTube 4.4+ million website visits

Bons-AI is the whole new product/creature which was developed in order to convey the brand's message to audience as whole new media. This half-robot, half-plant worked perfectly as a media by itself and a powerful spokesman as well.

Insights, Strategy and the Idea

Targets are the young generations who did not know TDK because they have not used TDK's past products; cassette tape and VHS and so on. In order to attract their attention and get them interested in TDK technology, we aim to create something that they would be surprised and shared online. This strategy leads to execution that mixed new cutting-edge technology and old cultural bonsai.