Dentsu Tokyo makes a traditional media more interactive with mobile technology to make it more engaging.
Tokyo Newspaper (aka Tokyo Shimbun) partnered with the agency Dentsu Tokyo to create an augmented reality mobile app that would make reading the newspaper much more engaging and easy for children.
The brief was to make traditional newspapers more appealing to kids, which can lead to more family discussions, and also contribute to the child’s education and learning. The challenged faced by Dentsu, is that newspapers are usually not made for children. The agency had to come up with a different media platform that would be more interactive.
The mobile app uses augmented reality to have animations, and cartoons appear over articles. By pointing the phone’s camera over a bulk of text, Kanji characters were replaced by Hiragana characters that made the article to read. Some articles featured pop-up characters with commentaries, while others included animated headlines.
The Tokyo AR app can be download for free on iTunes, and has already received positive reviews from parents. Watch the video below for a product demonstration of the app: