Rita’EYE ”AR”-RoadToDooH-

2011-07-11 : : Rita.K : 609 views

 ご無沙汰しております。Ritaです。コートダジュールから戻ってまいりました。コートダジュールは初めて行きましたが、とても懐かしい気持ちになり、一瞬で心奪われてしまいました!「帰りたくない!」と思った海外は初めてです。実際に、普段以上に些細な事で心が揺さぶられ、困惑する場面が多々ありましたが、お陰で心の内にある大切な宝物を発見できた素晴らしい旅・・・いえ出張でした(笑)。滞在先はニースでした。フランスやモナコを周ってデジタルサイネージの視察をバシーっとしてきましたよ。なんちゃって!実はフランスは屋外広告「JCDecaux」の本拠地です。よく、日本のスーパーマーケットにもある「がっちやんがつちゃん」入れ替わるアナログ看板ばっかり見てました、トホホ(写真①)。
DSCN0564

IVANに教わった「バス停のサイネージ」(写真②)もあったけど、全部とまではいかなくて、残念。

2011062320540000 

今回の旅行・・あ、また間違えました「出張」の目的は、毎年6月に開催されるカンヌ国際広告際の視察。

http://www.canneslions.com/

写真③~1

今年も多くの日本の作品が受賞していました。えっNASUは受賞したかって・・・社長の後輩の会社が金賞を受賞していたけど、NASUは来年に期待してください!

http://www.canneslions.com/work/craft/index.cfm?award=2

さて、会場では様々な分野の広告がエントリーされ、世界中の素晴らしい広告事例が見られるのですが・・・(写真③)。屋外広告のカテゴリーを見てもメディアのカテゴリーを見てもデジタルサイネージなんてない。社長、こ、これは会社の危機ですぞ。

Ritaさんよく思い出してごらん。デジタルサイネージだけで広告している会社なんて元々ないんだよ。わが社だってARと組み合わせてサイネージを提案しているでしょう。」と社長のお言葉。なんと入社以来はじめて聞いた心強いお言葉。で、ARってなんだっけ?

AR(Augmented Reality)とは、拡張現実。なんだか難しい。NASUじゃなくてNASAみたい(笑)。スマホでARコンテンツを探すとたくさん出てくるけど。つまりスマホを使って何か操作するのね。とりあえずなにかアプリをダウンロード。タップして起動させて・・はい、カメラがオンになった、と。ふむふむ、これで何かを見るのね。ああ、これを見ると、あっ!何かカメラの画像の前に映像が浮かび上がった!きゃ~!現実+(いろんな)映像、だから拡張現実なのね。でもこれって「i Butterfly」じゃないの?

http://www.ibutterfly.jp/

カメラで覗く「場所」や「建物」なんかにアプリが反応するのね。そうそう、マーカーとかターゲットとかいうやつね。社長、メディアカテゴリーの出品作が「QRコード」だらけです。えっ、このQRコードがマーカーなの?このグランプリの「バーチャルストア」ってQRコードで「サイト」を立ち上げて、スマホでネットショッピングをさせるのね。なになに?忙しい韓国の人は駅のバーチャルショップでネットショッピングして、その日のうちに配送される、ですって(写真④)。凄い!!!
Presentation1_20110622233607

http://www.canneslions.com/work/media/

でも社長、これとデジタルサイネージのどこが関係あるの?なになに、うちならQRコードじゃなくって「この写真の商品毎の画像」をターゲットにして、ARコンテンツを起動させられる?つまり、このグランプリのポスターをデジタルサイネージで表示して、その商品にスマホをかざすと「シュワシュワ」っと泡が出たり、業界風にいうと「シズル」を合成した広告になるってことなのね。ちょっと!そっちの方が凄くない?!いや~社長、これでわが社も安泰ですね。えっ、デジタルサイネージじゃなくてもいいの?ただのポスターでもできるの?じゃあわが社の仕事はどうなっちゃうの~?あぁ、な~んだ、その「シュワシュワ」とかの画像制作をしているのね。焦ったな、も~(笑)。

というわけで、フランス珍道中はデジタルサイネージにARを加えた新規事業をみつける旅だった事が今わかりました(笑)。広告といっても、様々ありましたが、今まであるシステムにひとつの最新技術を追加すると、まったく新しいコミュニケーションが生み出されます。特に今回ご紹介した手法はNASUが世界に先駆け実験を繰り返しているものです。

今回は、特にインストアマーケティングに活用できる手法のヒントをご紹介しました。

 さて、RitaのブログRoad to DOOHは今回で終了となります。お付き合い頂いた皆様、ありがとうございます!私自身、未知なる分野にドキドキしながらのトライでしたが、知れば知る程、サイネージ広告は消費者に取って身近なものである事が分かりました。消費者と企業の架け橋的ツールとして大きく発展していく事を願っております。今後は寄せられたご質問にお答えする形で不定期にお送りいたします。ご期待ください。

ご質問・お問い合わせはメールにて受付けております。

rita@nasu-offshore.com 

株式会社NASU

http://www.nasu-offshore.com/ 

 

Rita.K

Rita.Kは、NASU所属の「ネット通販番組」企画・キャスティングディレクター。

20114月からレギュラー番組で、自らMCも努める。

NASUはデジタルサイネージコンサルでもあり、Rita.Kがブログを担当。

 

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