[AR] JAPAN – INTERACTIVE VISION
|[AR] JAPAN – INTERACTIVE VISION
|JAPAN NATIONAL TOURISM ORGANIZATION
|D04. Digital Installations
ENJIN Tokyo, JAPAN
ENJIN Tokyo, JAPAN
KAYAC Kanagawa, JAPAN
|ART DIRECTOR + DESIGNER
|SCANNING MODEL MANAGEMENT
Why is this work relevant for Brand Experience & Activation ?
Live street events and outdoor ads are generally ignored by passersby on city streets due to the flood of information. So it’s important to really grab their attention and hold their interest. Our huge LED screen displayed the life-size figures of passersby themselves – thus reaching beyond language barriers and grabbing their attention without fail regardless of age, gender or cultural background. It then “clothed” them in dramatic Japanese costumes and let them switch costumes to involve them in Japanese culture and hold their interest.
Japan attracts travelers from all over the world. Among inbound Japan travelers, however, no European countries rank among the top 40. In fact, the number of European travelers to Japan are less than half those of China or even Thailand. Reasons include high travel costs, language barriers and the physical distance of over 10,000 kilometers (10 hours by plane). However, about 90% of Europeans who have visited Japan (spending about 2 weeks on average traveling throughout the country) are very satisfied and hope to return.
To increase the number of Europeans visiting Japan, we decided to give Europeans more opportunities to encounter Japanese culture.
Describe the creative idea
Based on the concept "JAPAN – Where tradition meets the future", we held interactive events in which distant Japan came to five European countries: Spain, Germany, France, U.K. and Italy.
Visitors who stood in front of a huge LED screen would see themselves instantly appear life-sized wearing a traditional Japanese kabuki, maiko or samurai costume, which they could switch by pressing a button on the screen. We developed this AR system, which accurately reproduces authentic costumes in 3D and synchronizes their movement in real-time with the movement of participants using KINECT.
The events also offered an opportunity to experience a 3-minute VR movie trip around Tokyo and Kyoto. While most live action 360-degree VR movies are taken from fixed angles to prevent the videographer and equipment from being recorded, this movie is full of dynamic camerawork.
Describe the strategy
In a survey of Europeans and Americans considering a trip abroad, 80% said that "lack of information on what can be experienced" was one of the "reasons to give up visiting Japan". However, 80% of these participants showed strong interest in visiting Japan after being informed about what can be experienced there.
The survey also found that the most appealing Japanese cultural experiences were those that were considered uniquely Japanese because they contrasted traditional culture (such as samurai or maiko in Kyoto) and urban culture (represented by Tokyo's cutting-edge technology).
Therefore, our strategy for compelling visits was to materialize the concept of "JAPAN – where tradition meets the future".
Describe the execution
We held AR interactive vision events in 5 European countries – Spain (Madrid), Germany (Frankfurt and Munich), France (Paris), the U.K. (London) and Italy (Milan).
Each of the events in these 6 cities lasted for about 5 days and was located in a popular venue, such as Frankfurt Central Station, Milan's Central Station, La Défense in Paris (the city’s most attractive commercial facility), and FITUR in Madrid (Europe’s largest travel event, which attracted over 100,000 people).
Visitors to our AR interactive vision events could also experience a virtual trip to Japan at our VR experience booth.
List the results
Over 100,000 people participated in, and 7.4 million people visited, our AR interactive vision events in six cities across five countries in Europe. The events were also covered in over 550 stories by European media such as local TV stations, newspapers and online news sites.
Within three months of its release, the VR movie also became a hot topic by earning over 13 million views (5.7 million views on YouTube and 7.3 million views on Facebook), together with 20,000 shares, 20,000 comments and 30,000 Likes on SNS. As of April 2018, the number of travelers to Japan rose 18.2% compared to the previous year and marked a record high.