Brand Experience and Activation > Use of Promo & Activation

HUMMING SECURITY GATE

DENTSU, Tokyo / DENTSU / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

The employees of an ad agency tend to be mentally exhausted from their everyday workload. Could there be any great ideas to alleviate their feelings and to uplift their job motivation?

Effectiveness

Before, the gate has given many negative feelings such as "a cold, metallic fee" and/or "a strictly controlled feel". Now, many positive responses have been pouring in, such as, "It’s fun" or, "It has eased the gloomy feel when entering the office"; in fact 92% of the gate-users have responded that they felt uplifted by passing the gate and were able to catch their breath.

Implementation

The focus was put onto the entrance gate, where anyone that has any business to do with the agency gathers. The Innovation was applied to the inorganic and stark looking security gate in the center of the entrance. A system when the ID pass is placed on the entrance gate, it simultaneously receives a signal to emit an original, pleasant sound.

Relevancy

Depending on which lane and/or time zone one passes, various sound-combinations are ready to be played. When there are multiple entrances, multiple sounds overlap each other to welcome people with a world’s one-and-only pattern of 'music'. The daily routine of placing an ID card for a security check has been transformed into an entertainment for everyone to enjoy.

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