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At Ikebukuro Station, Gakky speaks to you. "Data-triggered signage" that changes based on weather and time.
From September 28th, Dentsu Inc. is displaying content featuring characters from Nippon TV's new Saturday drama " Okiyama Kyoko's Memo " on the digital signage "Ikebukuro Station Smile Station Vision" outside the ticket gates on the first floor of Seibu Railway's Ikebukuro Station (until October 4th).
In this project, the content spoken by the drama's heroine, Kyoko Okitegami (played by actress Yui Aragaki), through speech bubbles in the video changes based on the day's weather and time. It utilizes "Data Trigger Signage," a system that incorporates external data in real-time and automatically synthesizes and processes it during video playback. Dentsu Inc., which sells advertising slots on this vision, conducted this as a proof-of-concept experiment prior to advertising distribution.
"Oketegami Kyoko's Memo Pad" is based on the mystery novels by popular author Nisio Isin. It tells the story of detective Oketegami Kyoko, whose memory resets every day, solving any case at lightning speed. Kyoko has a habit of writing memos all over her body, like her arms, to remember important things. Viewers are encouraged to pay attention to Kyoko's memos on the signage, which change according to the weather and time. At the end of the video, actor Masaki Okada appears alongside Ms. Aragaki, promoting the drama's premiere on October 10th at 9:00 PM with the line, "Don't forget."
The team behind this data-triggered digital signage—Dentsu Inc. CDC's Hiroshi Hayashi, Hajime Yakushiji, and Dentsu Tech's Shige Kudo—commented: "The Ikebukuro Station Smile Station Vision is a medium people encounter multiple times a week during commutes, school runs, or meetups. By changing the ad content based on external data like weather and time, we aimed to capture attention each time people see it and make it a conversation starter among friends and colleagues."
Yusuke Sakai of Nippon TV's Advertising Department added, "By automatically incorporating Tokyo area weather information into the signage and reflecting it in Kyoko Okitegami's lines, we achieved a three-dimensional expression of the character. I believe this is an advertising medium well-suited for entertainment, with potential for future integration with real-time data like social media trends."
Dentsu Inc. plans to continue selling this advertising space on a 7-day cycle basis.
For details on Ikebukuro Station Smile Station Vision, see here (Dentsu Inc. Information).
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