Tokyo International University and Metro Ad Agency collaborate to verify subway ads

Taiyo Kogyo Corporation

(Tokyo headquarters: Setagaya-ku, Tokyo; Osaka headquarters: Yodogawa-ku, Osaka; President: Yumi Nomura; hereafter “Taiyo Kogyo”), which is engaged in large-scale membrane surface structures (tent structures), civil engineering and logistics materials, has conducted joint research in cooperation with MetroAd Agency, Inc. (headquartered in Minato-ku, Tokyo; Hiroyuki Kawada, President; hereinafter referred to as “Metroad”), and conducted joint research in industry-academia collaboration with Tokyo International University. In this joint industry-academia research, we analyzed the impact of advertisements seen when moving up and down subway station stairs on advertisement recognition, and verified the content of advertisements appropriate for each location.

This joint industry-academia research was initiated in September 2022 by the Hiraki Seminar, Faculty of Commerce, Tokyo International University. In the course of studying advertisements that effectively affect the unconscious sensations of subway users, attention was paid to the effects of the movement up and down stairs. 119 students), we conducted a survey on different staircases on campus, using the sensation of ascending and descending and the University’s traffic advertisements as stimuli. through the three surveys, we found that ascending the stairs activated a positive “precious” concept and that the advertisements were effective in enhancing the brand image. On the other hand, descending the stairs activated a sense of “closeness” and “calmness,” indicating that advertisements that enhance a sense of belonging are effective and that expressions that create a sense of familiarity and security are effective. Taiyo Kogyo adopted these verification results and provided two types of creative advertisements for this joint industry-university research: “brand image” advertisements using photos of global achievements, and “sense of belonging and familiarity” advertisements using photos of work scenes and employees.

The advertisement realized through the joint industry-academia research was posted on the staircase landing of Tokyo Metro Waseda Station in November 2023 with the cooperation of Metro Ads. Hiraki Seminar conducted a questionnaire survey of 108 people who went up and down the stairs to use the subway to confirm the effectiveness of the advertisement. The results showed that, consistent with the preliminary survey, those who came up the stairs rated the advertisement more highly when it promoted the company’s brand image, while those who came down the stairs rated it more highly when it promoted a sense of belonging and familiarity, and their evaluation of Taiyo Kogyo also tended to increase.

This research was conducted by the Hiraki Seminar, Faculty of Commerce, Tokyo International University, which was in charge of research from hypothesis formulation, in collaboration with Taiyo Kogyo as the advertiser and Metro Ad Agency as the provider of advertising media and overall producer.

Research entity: Tokyo International University, Faculty of Commerce, Hiraki Ikumi Seminar, 27 students (14 juniors and 13 seniors)
Cooperation: Taiyo Kogyo Corporation Metro Ad Agency, Inc.
Research Period: September 2022- Ongoing
The second phase of the project will be a vehicle media verification based on the hypothesis that “underground ≒ dark” is unconsciously held in subway yards.

Under the direction of Professor Ikumi Hiraki, who is a leader in the research field of sensory (sensory) marketing, we are mainly engaged in research activities on “marketing and consumer behavior. We have been active in industry-university cooperative research, and have conducted experiments on displays and pop-up advertisements at convenience stores, flyers at Saitama Super Arena, and branding of locally brewed sake beer, to name a few. Enrollment at the time of activity: 14 3rd-year students and 13 4th-year students

Advertising company of the Tokyo Metro (Tokyo subway) Group. We operate and manage advertising media in Tokyo Metro premises, operate outdoor event space and advertising agency business, and develop our own character and media business. We produce integrated corporate marketing communications based on the group’s assets.

Taiyo Kogyo is a “leading company of membrane structures” that supports the safety and security of society. Under our corporate philosophy of “Unlocking the infinite possibilities of membranes to deliver an inspiring and comfortable environment to our customers. Under the corporate philosophy of “We will bring excitement and a comfortable environment to our customers by exploiting the infinite possibilities of membranes,” we are expanding our business into various fields, including construction, as symbolized by the roof of the giant dome, civil engineering, logistics, and environmental fields, by taking advantage of the characteristics of lightweight and strong materials. As we celebrate our 100th anniversary, we will further collaborate with our group companies in event and facility management, as well as strengthen our overseas business and research and development.

Press photos can be downloaded here.

Public Relations Department, Taiyo Kogyo Corporation Phone: 06-6306-3033
Takatani (080-4017-4670)/ Mitsui (080-7077-0347)/ Kagejima (090-2147-4572)