Taxi ads anyone?

Today’s post is an interesting one about an article I recently came across. It centers on the use of wireless technology being applied within the realm of advertising. The idea revolves around static, moving and interactive ads being placed both within and on top of taxis. Where this gets exciting however, is with regards to the digital screens and how they are mounted on the roof of the car. These screens which are 152cm long are double sided and also contain a global positioning system receiver, enabling the screens to promptly display ads according to both geographic locations and timed exposures.

What this means is that special deals such as lunch offers for example, can be sent out for one restaurant in Shibuya, Tokyo as the taxi passes by at 12pm and that same taxi can circle back around 6pm with a new dinner ad for the same restaurant. The flexibility offered in terms of content is exactly what marketers want and throw this technology into a densely populated area and you have a new type of ad to really catch some attention.

Now bringing this technology around and relating it to mobile it would not be a stretch to imagine a hybrid campaign incorporating a call to action from a passerby who notices one of these ads as it whizzes by. Advertisers could have mobile landing sites created to direct that consumer to a particular offer. That idea alone echos one of the new rules for ad based CRM system success, which states that the most successful mobile campaigns rely on traditional ad styles—T.V., print, banner/sign—to augment and enhance the distinct capabilities offered by mobile phone advertising. That rooftop taxi sign is certainly a blend of traditional sign based ads, but on steroids per say with its moving, flashing, time and location based ads.

In addition, this new pull based advertising model in which the advertiser is not cramming the product news or information down the consumer’s throat is definitely another idea which must be fully comprehended by content providers. This idea also seems to follow suit in this regard.

This notion is not new as it was first introduced within the U.S. around the year 2000 in New York City and spread to other major American cities. This begs the question as to why, this technology has not taken off yet all over major cities? Why, is it that here in Japan, with the number of ads being served and technology being at such a high level, that such a site is not common within the likes of Tokyo or Osaka? Despite potential outlays of capital, surely there would be major advertisers ready to jump on this one. I would appreciate any thoughts or comments…

Canadian Chris

Gyaru ?????!!!!!

As one can see and definitely experiences everyday and everywhere, the ubiquitoius nature of keitai in society is not only Japan specific. And even fads and trends that have once been Japan specific, such as cosplay, have permeated the cultural boundaries of other countries. So, this brings me to the unique world of gal or as they say in Japan, gyaru, and its ketai culture.......

"Gyaru (ギャル) is a Japanese transliteration of the English word gal. The term gradually drifted to apply to a younger group, whose seeming lack of interest in work or marriage gained the word a "childish" image. It is now used almost interchangeably with kogyaru and younger generations." So, if you happen to be in the Shibuya or Shinjuku neighborhood, Tokyo, Japan, I would bet you my 'pocket money' that you would have a high chance of bumping into one.

Ok, so your thinking fine...gyaru is merely a fashion sub-culture in Japan that is yet to be seen in other parts of the world......... True, but there's more. Not only is gyaru a fashion sub-culture with its own sub-sub-cultures it has also integrated its own perculiar and very distinct form of ketai writing (mobile phone shorthand).

Introducing........GYARU MOJI!

To explain the wonders and mysteries of gyaru moji, I need to incorporate the help of wikipedia. Gyaru-moji replaces characters with visually similar characters or combinations of characters. It incorporates many hiragana, katakana and kanji which are taken apart and reassembled using different characters including alphabet characters. So, for example Lt wouldn't correspond to the Latin characters 'L' and 't' but instead it would correspond to the hiragana, け ('ke'). Notice that it looks very similar when written. It is unclear why this usage is now seen.....and it may remain to be unclear.

So, what I am wondering now is.....what's next? And upon realizing the fact that there will be a next sub-culture and sub-sub-culture in both the real and technological worlds....I am happy to say....it certainly keeps things interesting and intriguing.

Australian Chris