Tokyo Fm Broadcasting Radio Car Radio-Personality by Dentsu Inc. Tokyo

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Car Radio-Personality

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Industry Publishing, streaming & media, Business equipment & services, Corporate Image
Media Radio
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Kaoru Sugano
Art Director Yu Orai
Copywriter Nadya Kirillova Dentsu Inc.
Producer Atsushi Ogawa
Production Lift Tokyo
Released May 2012


London International Awards 2012
Radio Innovative Use of Radio Bronze Winner

Credits & Description

Entrant: Dentsu Inc., Tokyo
Honda Smile Mission - "Car Radio-Personality"
Corporate Name of Client: Tokyo FM Broadcasting
Client Account Directors: Ryota Akamatsu/Naoko Tanaka
Radio Station: Tokyo FM
Agency: Dentsu Inc., Tokyo
Creative Director: Kaoru Sugano
Copywriter: Nadya Kirillova
Executive Agency Producer: Masao Nakajima
Production Company: Lift, Tokyo
Executive Producer: Kazuya Toda
Producer: Atsushi Ogawa
Recording Studio: Tokyo FM Broadcasting, Tokyo
Sound Designer: Taro Ishida
Art Director: Yu Orai
Art Direction / Design / Flash Development: Takashi Kamada
Web Direction: Yuko Takada
Talking System Development: Nao Tokui/Kouki Yamada
Hardware Development: Motoi Ishibashi
Description of the Project
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.
We turned the show’s car that carried interview equipment, into a car radio-personality! A car that can communicate by itself! 
To do so, we structured an original radio personality dialog system: installed 3 years of footage, then for six month taught the car modern Japanese language analyzing all open conversations on the web/SNS. The car’s 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, the car finds its 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 it 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!