Tokyo Fm Broadcasting Digital, Viral CAR RADIO-PERSONALITY by Dentsu Inc. Tokyo

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CAR RADIO-PERSONALITY

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Industry TV Channels/Radio Stations and Programmes
Media Digital, Interactive & Mobile, Viral
Market Japan
Agency Dentsu Inc. Tokyo
Released June 2012

Awards

Spikes Asia 2012
Digital Viral & Email Marketing, e-cards etc. Silver
Digital Integrated Digital Campaign Bronze

Credits & Description

Advertiser TOKYO FM BROADCASTING
Product HONDA SMILE MISSION
Entrant DENTSU Tokyo, JAPAN
Title CAR RADIO-PERSONALITY
Entrant Company: DENTSU Tokyo, JAPAN
Advertising/Web Design Agency: DENTSU Tokyo, JAPAN
Name Company Position
Yu Orai Dentsu Art Director
Takashi Kamada Spf Design Inc. Art Director/Design/Flash Development
Yuko Takada Spf Design Inc. Director
Satoshi Manaka Spf Design Inc. Html Markup
Kohei Yamamoto Spf Design Inc. Html Markup
Gen Okumura Spf Design Inc. Program
Nao Tokui Qosmo Inc Talking Development System
Kouki Yamada Qosmo Inc Talking Development System
Motoi Ishibashi 4nchor5 La6 Hardware Development
Yu Orai Dentsu Illustraion
Sayaka Shoji Illustraion
Taro Ishida Music Compose
Kazuya Toda Lift Film Producer
Atsushi Ogawa Lift Film Producer
Show Yanagisawa The Director's Guild Film Director
Ryota Akakamatsu Tokyo Fm Broadcasting Producer
Naoko Tanaka Tokyo Fm Broadcasting Producer
Masao Nakajima Dentsu Executive Producer
Kaoru Sugano Dentsu Creative Technologist
Nadya Kirillova Dentsu Copywriter
Links: http://award.spfdesign.jp/tfm/petiteco/
Brief Explanation
Mission: Increase interaction with more people. Attract interest to capture new listeners. Solution: Turn the show’s equipment car into a car radio-personality! We structured an original radio personality dialog system: installed 3 years of footage, then taught the car modern Japanese language analyzing all open conversations on the web/SNS. On website, everyone could check out Petiteco’s current location. Talking about local places, the car finds its next destination from recommendations. These conversations created the next show. Results: In less than a month, visitors to the website increased 10 times, that’s more than 2 million people. We gained many new listeners!