Home  › Media › Media Planning
arfeatured

Perception Is Reality in Japan

  |  March 11, 2013   |  Comments   |  

Consider these three recent clever uses of augmented reality that are starting to make waves in the country.

Japan has always been quite ahead of its time in many ways. The mobile revolution basically happened here, when the majority of people were using their phones to make payments and take and share pictures as far back as the early 1990's. Broadband penetration has always been huge, usually placing Japan within the top three markets globally to have the highest penetration. And don't forget the toilets. The rest of the world has not adopted the science fiction-like toilets you get in Japan, the ones that are operated like the captain's chair of a space shuttle, and very welcomed during winter. All these innovations are deeply penetrated throughout the country and are quite the norm nowadays.

However, another technology that has not been understood and therefore not adopted is AR (augmented reality). But this is slowly starting to change. Below, I highlight three recent clever uses of augmented reality that are starting to make waves in Japan.

The Tokyo Newspaper: Creating an Engaging Read

As in other parts of the globe, the print world, of which newspapers dominate, is suffering massive declines in readership. In Tokyo, the largest ad agency, Dentsu, was trying to figure out ways to make the paper more engaging and generally fun to read, especially for children as a way to enhance their education. They came up with an augmented reality reader for kids, designed to make the paper a bit more lifelike. You focus the app on certain articles and it creates an AR version of the article that is kid friendly that breaks down complicated stories on the economy, politics, and more into a format that is understandable with kids.

University of Tokyo: Fighting Obesity

Researchers at the University of Tokyo created a special headset equipped with a built-in camera that makes the image of your food appear bigger than it actually is, thus tricking your mind into thinking that you've eaten more than you did. In preliminary results, the researchers said that when the food was magnified 1.5 times, the amount eaten decreased by about 10 percent. When they made it two-thirds its actual size, the amount eaten increased by about 15 percent. They claim that solutions like this could potentially work for anyone who is struggling with overeating.

Sony: Holding a Music Festival

In the heart of Shibuya in downtown Tokyo, people who wear headphones, or who are interested in trying them out were treated to an AR music festival put on by Sony. It was created using Sony's proprietary 3D augmented reality technology called "SmartAR." Sony contracted four local best-selling rock groups who created original videos that could only be seen in the AR environment. You download the app, and hold your phone up to the poster on the side of a building to view the concert.

The use of AR will most likely increase as brands start to find more innovative ways to capture people's attention while simultaneously bringing them into the experience. How we connect the real world and the digital world will become more important and technologies like AR that enable us to make these connections will be an essential toolkit for advertisers who want to stand out in what is considered to be a super cluttered environment.

Image on home page via Shutterstock.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Andy Radovic

Andy Radovic is a strategic digital marketer with 12+ years experience working in the digital media space across a variety of agencies, spanning stints in the U.S., Japan, Korea, and now Singapore. Currently working for Maxus Asia Pacific, part of the GroupM network, the world’s largest media investment management organization, and media communications and planning arm of parent company WPP. At Maxus, Andy leads regional digital duties for Asia Pacific with a focus on building out the Maxus digital product offering across Asia Pacific focusing on search, social, mobile, digital analytics and e-commerce. Prior to Maxus, Andy headed up digital for GroupM in Japan and Korea. Before GroupM, he has worked for a variety of startups in Asia and the U.S. across the technology and digital media categories and is a frequent contributor to ClickZ.asia, iMediaConnection, and RevenueToday.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...