『Let's turn all of Tokyo into an art museum』Digital Signage Award 2024 - Award of Excellence
Digital Signage Award 2024 - Award of Excellence
Let's turn all of Tokyo into an art museum
The Tokyo Biennale is an international art festival held every two years in the city of Tokyo. Since the first event in 2021 was held in the Corona Disaster, and this was the second, awareness of the event was still low. To increase awareness and participation rates, advertisements were distributed through DOOH. In addition, as the theme of this year's event was "Let's turn all of Tokyo into an art museum," the exhibition sites were scattered throughout the northern area of Tokyo, and the attendance rate at each site tended not to increase. This time, we not only used outdoor advertising to advertise the event, but also created creative to indicate the location of the venues according to the location of the outdoor screens, which also served as a guide for visitors and contributed to the attendance rate at each venue. In addition, live streaming (live coverage of the event) and interactive distribution (participatory art advertisements) were implemented using the latest DOOH technology to increase awareness.
As a result, the event was spread four times more than the first event, with 5847 posts, and the number of visitors doubled to 1.07 million.
Measure Period: October 21, 2023 - November 5, 2023
Advertiser: Tokyo Biennale
Advertising Company: Dentsu Inc.
Creative Production Company: PYRAMID FILM QUADRA INC.
Media Company: LIVE BOARD,INC.
- Susumu Namikawa,
Executive Creative Director, Customer Experience Creative Center, Dentsu Inc.
This time, we were able to take on an unprecedented and exciting challenge by taking advantage of the real-time and interactive technology that only live-aboard can offer. I will never forget the surprised expressions on the faces of passersby when they experienced the "talking building" interactive artwork. I strongly felt that digital OOH can go beyond its role as an announcement media and can greatly expand the experience in the city. We are very happy to receive such a wonderful award. We would like to express our sincere appreciation to everyone at Liveaboard, everyone involved in the Tokyo Biennale, and everyone involved in the production of this project.
Award-winning works can be viewed on the official website of the Digital Signage Awards.
