Seen on Maquillage! Dynamic DOOH that etches stories into your heart

With the evolution of digital technology, OOH (outdoor advertising, transit advertising, etc.) is also approaching a time of transformation. In this series, members of Dentsu Inc.'s Out-of-Home Media Division (OOH Division) will share the evolution and potential of outdoor and transit advertising, primarily centered around digital signage.

In the final installment, Dentsu Inc . OOH Division's Kei Hamada discusses the future of OOH based on experiences from the Shiseido MAQUILLAGE campaign.

The allure of rouge that left a stronger impression than the dress or the eyelashes

I must confess, I'm not particularly skilled at makeup... though that's not really the point before discussing Shiseido's campaign. The first time I discovered a lipstick shade that truly suited me was when selecting cosmetics for my own wedding.

My boss, who saw me fully made up at the reception despite my usual no-makeup look, greeted me the following week at the office with, "That lipstick looked absolutely stunning on you!" It wasn't the pure white dress or the heavily curled lashes that left an impression on him – it was the "Rouge." I thought to myself, "So the charm of rouge really does draw people in..."
Since then, I've tried various brands thinking, "At least I should wear lipstick," and coincidentally, I've been using Shiseido's Maquillage since last year (this is true. Not an ad!).

When I heard Maquillage was running a dynamic DOOH campaign at Roppongi Station, I just had to experience it! So I eagerly headed out.

The first screen looked like this.
Prompted by a mysterious mirror, I stood in front of the signage...

The screen changed, and a message appeared from the mysterious mirror.
"Which color would you choose? Stare at the tip of the rouge for 3 seconds."

I stared intently at the tip of my favorite rouge.

And then, the lipstick in the color I was staring at zoomed in!
How did it know which color I was looking at?

The color I chose was called "Pink Dream"!

Finally, some kind of present appeared...

So, it felt like the magic mirror had guessed the color of the lipstick I was staring at!

To see what kind of present appears at the end, everyone, please do experience it for yourselves on the platform at Toei Roppongi Station! (Signage display period: Until December 24, 2017)

So, how did this signage figure out the color I was staring at?
Actually, it detected the "area of the whites of my eyes" to determine which of the three lipstick colors I was looking at. Interesting, right?

Technology and OOH join hands to deliver a "story"

This campaign used eye-tracking technology, but other technologies are also emerging. They can determine a person's gender or age, recognize movements based on skeletal motion, read emotions from facial expressions, or even tell if someone is sleepy based on body heat and perspiration.

By using technology to collect data and infer what consumers are seeking from that data, we can design more effective approaches.

As technology evolves like this, the experiences we dream of providing become increasingly achievable. The purpose of using technology in OOH is to provide an "experience" to the audience, thereby leaving a "story" about the product in their hearts.

For me, someone not particularly knowledgeable about makeup, the reason I started using MAQUILLAGE lipstick was actually a "memory."

Last year, when I visited a friend living in Singapore, a Shiseido employee happened to be among the people gathered there. We all got excited talking about how "Maquillage lipstick is easy to apply and the case is cute." That conversation itself was just a brief moment, but the Singapore trip remained a very happy memory for me.

Then, some time after returning home, one day at the department store, the Maquillage logo caught my eye and instantly brought back those happy memories of Singapore. So, in my mind, "Maquillage = fun." That feeling of joy gave me the push I needed, and I somehow felt like trying it, leading me to purchase it.

In today's world overflowing with countless products, people often say things like "buy the story, not the product." For me, the story behind Maquillage was simply "it feels fun." And while I happened to acquire this story about Maquillage while traveling, technology is incredibly effective as a means to create such stories.

Let me share an interesting example. For this campaign, during the pre-testing phase, we actually had a woman who knew absolutely nothing about the project try it out.

All the other participants had been in past tests and knew what was coming next, so they went through the experience matter-of-factly. But the one woman who didn't know the content? The instant the lipstick color she was looking at was selected, she exclaimed, "Wow, amazing!" and her face lit up with an indescribable look of pure delight.

That was precisely the moment when technology provided an "experience" and etched a "story" with the product into the viewer's heart.

I bet the next time she stops by the department store, she'll remember that happy feeling and head straight for the Maquillage counter. Just like me. Hehehe.

No matter how much technology advances, people will still go out

In the first installment of this series, we discussed how OOH's strength lies in its "forced visibility" and how digital signage, linked with data, becomes a medium that can better align with "that moment, that place, that feeling."

・Digital Signage Evolution: Connecting with People Right Here, Right Now

In Part 2, we introduced overseas examples of "Dynamic DOOH" where creative content changes based on external data. In Part 3, we discussed the state of Dynamic DOOH in Japan with Mr. Hamada from Metro Ad Agency, which handles Tokyo Metro's OOH media.

・Overseas Signage is This Interesting! Dynamic DOOH Case Studies
・Japan's Cutting Edge of Dynamic DOOH: Insights from the Tokyo Metro Case Study

And this time, we introduced dynamic DOOH that etches "stories" into people's hearts.

So, what does the future hold for OOH?

Only now has OOH truly become best friends with digital, saying "Hey!" to all kinds of data. And from here on, I believe it will become even closer friends with the data it just started talking to.

In other words, to better align with OOH's core strength—"the right time, the right place, the right feeling"—audience data like "Who is in front of that OOH media at that moment?" will be increasingly leveraged.

In fact, this Maquillage campaign also uses AI technology to collect real-time data like "the number of people who passed by the signage" and "the number and gender of people who actually saw the signage."

What's even more noteworthy is the affinity between "location data" and OOH. As more people's location data is collected, we'll be able to understand customer journeys in greater detail. When it becomes clear that "we should have targeted them right here!" that's when OOH, as a "location-tied medium," comes into its own.

No matter how much technology advances, no matter how much we can do from home, don't you think people will still want to "go out"? To create those timeless moments where you think, "If I met someone here, it would be love at first sight!", we'll use technology and data to charm you in every way possible. That is the future of OOH—no, that is the mission of OOH.

Thank you for sticking with this humble series to the very end!