AR technology combined with traffic and outdoor advertising AR technology combined with traffic and outdoor advertisements ～FRUITS ZIPPER will be used in Tokyu Line trains and on the streets of Shibuya. Special contents will be deployed on Tokyu Line trains and in the streets of Shibuya.

Tokyu Agency, Inc. and Tokyu Corporation (hereinafter referred to as "Tokyu Agency") and Tokyu Corporation (hereinafter referred to as "Tokyu") will conduct a demonstration experiment (hereinafter referred to as the "TOQ IMMERSIVE OOH") from November 11 (Sunday) to November 17 (Sunday), 2012, using AR technology to provide a new phygital*1 experience to people who come into contact with advertisements by combining CG and other images with the scene they see with their own eyes. This experiment will be conducted from November 11 (Monday) to November 17 (Sunday).

Tokyu, which has distinctive advertising media inside Tokyu Line trains and in Shibuya and has been developing high-profile projects, and Tokyu Agency, which is promoting the BTEC Project*2, are collaborating in this experiment with the aim of further improving the experience value and satisfaction of those who come into contact with advertising. When customers using trains and stations and visitors to Shibuya scan the QR codes*3 in the advertisements with their smartphones, a dynamic and highly immersive new advertising experience is possible by combining the scene they see with a CG image.

In this demonstration experiment, digital signage inside Tokyu Line trains and at Shibuya Station and in the city will be used to show "Operation Shibuya Update! I think the pop-up music video is also NEW KAWAII! ads will be deployed. By scanning the QR code in the ad with a smartphone, text and graphics will pop out of the screen in time with the music video, allowing visitors to enjoy the ad not only aurally, but also spatially. The number of people experiencing the posted ads and the ripple effect on social networking services will be quantitatively investigated to further evolve the service.

Through TOKYU OOH, the outdoor and transportation advertising media brand, the two companies will provide attractive content and unprecedented new experiences to advance urban development through entertainment along the Tokyu Line.

Operation Shibuya Update! Key visual / AR experience image

1 "Phygital" = a living space where physical and digital technologies are fused together.

While the use of digital technology is becoming more and more important these days, at the same time, digital transformation of physical customer contact points is also progressing. The "Phygital Project" is Tokyu Agency's unique solution development project that aims to integrate and optimize the two to realize an inspiring brand experience.

2 This is a project by Tokyu Agency to disseminate half-future ideas to the world in the form of beta versions, based on the four pillars of Business, Technology, Experience, and Creativity.

3 "QR Code" is a registered trademark and JIS and ISO standard of DENSO WAVE INCORPORATED.

Outline of "TOQ IMMERSIVE OOH" AR service

This is an OOH-linked AR advertisement that uses a smartphone browser/application. By combining video and AR technology, it provides an interactive brand experience that immerses each and every person who comes into contact with it, based on Phygital's concept. During the trial period, Google Analytics and SNS analysis tools will be used to measure the number of people experiencing the ads and their ripple effects on SNS. We are also planning to develop a menu of products that have an affinity with this project, such as animation and movies.

In the future, we intend to further evolve the service by combining the deep knowledge of AR possessed by HACK IT INC. (President: Yusuke Kashiwabara), our technical cooperation partner, with advertising media and plans owned by Tokyu Agency and Tokyu Corporation.

Content to be displayed

FRUITS ZIPPER "Operation Shibuya Update! I think the music video that pops up is also NEW KAWAII!

Music video of FRUITS ZIPPER's 2nd single CD "NEW KAWAII" will be aired.

■"Operation SHIBUYA UPDATE! HP

https://fz-shibuya-update-daisakusen.com/

For more information on how to experience the event, please click here.

■Posting locations

Q'S EYE, Shibuya Station Vision, TOQ Vision (Tokyu Corporation trains)

Denentoshi Line Shibuya Station Big Signage (Denentoshi Line Shibuya Station, B2F)

Place of display

Please refrain from inquiring at the station or to the station staff.

Image of the signage

Image of the signage

The image is under development.

FRUITS ZIPPER

An idol group debuting in April 2022 from Asobi System's idol project "KAWAII LAB. The group was named FRUITS ZIPPER by combining FRUIT, meaning "bearing fruit," and ZIP, meaning "giving energy.

With the concept of "from Harajuku to the world," the group is transmitting "NEW KAWAII" from "Harajuku," a town of fashion where various cultures and personalities gather.

The group is currently on its first nationwide concert hall tour, and plans to hold its first fan club Zepp tour in February 2025, as well as its third anniversary performance at Saitama Super Arena on June 3 (Tuesday), 2025!

FRUITS ZIPPER Official HP

https://fruitszipper.asobisystem.com/

2nd single "NEW KAWAII

https://kawaiilab.lnk.to/NEWKAWAII

Tokyu Agency BTEC Project

Tokyu Agency's project is a beta version of an idea for the future based on the four pillars of "Business," "Technology," "Experience," and "Creativity," which is then sent out to the world. The concept of the project is to "Shift the ordinary into the joy of tomorrow. We develop prototypes of products and services that will change tomorrow's life into a happier one.