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Bronze Winner

Radio — Innovative Use of Radio

Entrant: Dentsu Inc., Tokyo

Honda Smile Mission
"Car Radio-Personality"

Hardware Development: Motoi Ishibashi Talking System Development: Nao Tokui/Kouki Yamada Web Direction: Yuko Takada Art Direction / Design / Flash Development: Takashi Kamada Art Director: Yu Orai Sound Designer: Taro Ishida Recording Studio: Tokyo FM Broadcasting, Tokyo Producer: Atsushi Ogawa Executive Producer: Kazuya Toda Production Company: Lift, Tokyo Executive Agency Producer: Masao Nakajima Copywriter: Nadya Kirillova Creative Director: Kaoru Sugano Agency: Dentsu Inc., Tokyo Radio Station: Tokyo FM Client Account Directors: Ryota Akamatsu/Naoko Tanaka Corporate Name of Client: Tokyo FM Broadcasting
Description of the Project

Background Honda Smile Mission is a daily radio show where a reporter introduces Japan while driving a car named Petiteco. Currently, the listeners are drivers. Our mission was to find a way to increase interaction with more people, and attract interest to capture new listeners.


We turned the show’s car that carried interview equipment, into a car radio-personality! A car that can communicate by itself! 

To do so, we structured an original radio personality dialog system: installed 3 years of footage, then for six month taught the car modern Japanese language analyzing all open conversations on the web/SNS. The car’s communication skills evolved with a machine learning technique through the journey. On the website, everyone could check out Petoteco’s current location. Sharing info about local places, the car finds its next destination from recommendations. On twitter, everyone could talk with Petiteco. These conversations created the next show. Petiteco also does a free style rap featuring places, things, people it met.

Results In less than a month, Petiteco was featured on TV, newspapers, internet, huge spread out on SNS ... Visitors to the show’s website increased 10 times, that’s more than 2 million people. We gained many new listeners!

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