CES has opened its doors for the second time in Asia this week and the marketing industry is showing as much attention to its Chinese counterpart as it does to its older brother in Las Vegas.
With many agencies building technology for themselves, helping clients build out new tech-based products or purely marketing some of the consumer innovations, it’s become an important date in the calendar in both the East and West.
Not least for Asian media behemoth Dentsu Aegis Network, which is using its sponsorship of the show to showcase twelve consumer innovations that it’s created or had a part in building.
Nick Waters CEO of Dentsu Aegis Network Asia Pacific, said: “The digital economy is disrupting all businesses, and the pace of change is accelerating. To succeed in this environment requires a commitment to innovation. We are in the business of bringing innovation to the way brands are built, and our participation at CES Asia challenges our levels of innovation and exposes our ideas and products to a wide audience.”
According to Dentsu, the products were co-created or co-marketed by Dentsu Aegis Network offices in Australia, China, India and Japan.
Client: Sharp Corporation
RoBoHoN is a mobile robot phone. The idea behind the phone is to use machine learning to make the operating system have more natural communication. The robots essentially learns from the persons profile and usage to have a more conversational interface with the user.
Dentsu Aegis Network China has created a ‘strategic marketing partnership’ with Sharp and plans are currently in discussion.
BVRAIN is probably one of the more underwraps pieces of tecnology on show from Isobar, with the website also giving very little away, but the company describes is as “the world’s first VR goggles that customises games based on human brain activities”.
This app is another Dentsu creation and was first previewed at CES Las Vegas earlier this year. It aims to help people relax by using the camera to measure heartbeats and produces a video in sync which encourages people to take a deep breath and calm down.
At CES Asia Carat is showing an updated version of an innovation it launched at last years’ show alongside Mondelez, BMW, Nissan and adidas. Inspired by fictional ideas like the magic newspaper the Daily Prophet in Harry Potter, Dentsu has created an interactive, digital paper. It uses conductive ink (via AgIC International) and mobile technology to activate interactions and link the paper back to platforms such as WeChat and Line.
CAVE is essentially a digital cave, it is a space that used projections and sensors to create an interactive space. The project was created by Dentsu Aegis Network agency Carat.
Flips Dots is not a new technology like the rest, and also isn’t a Dentsu piece of technology, the eco friendly display format fuses analogue and digital to create interactive experiences.
Happy Hours Rewind
This technology, which allows people at bars to turn back the clock on happy hour by tweeting, was first created by Dentsu in India for Turquoise Cottage.
Playing in the field of sports innovation this time, this technology allows sports players to track data and performance, as well as allowing consumers and advertisers access to the information.
A collaboration between dentsu, ONE STONE, anno lab, STRIPES and Ginger, the Smile Explorer is a smart stroller which tracks when a baby is smiling to help parents understand what places are the babies favourites.
This project, by Isobar Australia, claims to be the world’s first product selection tool that uses neuro data. It taps into the trend for using some of our less conscious data inferences to inform purchasing decisions and takes it into the retail environment. The tech has been used in Japan for Uniqlo.
Tabo is a very small robot which is designed to interact with iPad Pros, created by Dentsu Media. The aim of Tabo it to educate kids, as well as entertain by playing along with games like Pong.
Another more elusive technology is the 8911, which Dentsu says is “the first celebrity friend who learns and performs your choreography and can be engaged in brandded events and concerts”. Well, that explains that.