Future-oriented advertising that captures underground sensibilities is effective.

(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. This time, as the second phase of the project, we verified effective creative for underground train media.

*The first phase of the research was conducted on “station stairway advertising” as the research subject. For more information, please visit

Tokyo International University and Metro Ad Agency collaborated to examine subway ads

The results of previous research and pretests conducted by the Hiraki Seminar at Tokyo International University led to the conclusion that underground ≒ darker environments increase anxiety feelings and are “environments that direct attention to stimulating objects such as smartphones” than above ground.

The Taiyo Group (Taiyo Kogyo Corporation, TSP Taiyo Corporation, and Actio Corporation), which boasts a history of more than 100 years in business, was the subject of this verification. Video advertisements with “future elements [1]” were aired on digital signage in trains on all Tokyo Metro lines to inform stakeholders that the group is strengthening its management for the next 100 years. Subsequently, an Internet survey was conducted separately for daytime and nighttime to investigate impressions of the video advertisements. As a result, when daytime was assumed to be aboveground space and nighttime was assumed to be underground space, attention to and evaluation of the advertisements were higher underground than aboveground.

This indicates that creative with futuristic elements is more effective for advertisements in subways.

[ 1] Preliminary creative research confirmed the presence of “futuristic elements (future, future, hope, sense of novelty)

事前のプリテストにて、より強い刺激を与えるために「広告の色味」や「広告の形」の違いでも検証しましたが、地上と地下で広告に対する注意や評価に違いは見られませんでした。しかし、「海外」や「未来」の訴求内容は高評価となりました。明るい条件（地上）よりも暗い条件（地下鉄）において、国内よりも海外、過去より未来の方が光との概念の結びつきが強いからだと思われます。

地下鉄で展開する広告は、単に刺激を強くするだけではなく、訴求内容（クリエイティブ）から光概念を活性化させること、なかでも「未来」を訴求した内容は効果が高いことが示されました。

今回の検証では、無意識に不安感情が高まる地下空間において、人は刺激を求めること、その刺激は光の概念を連想させるクリエイティブが有効であることがわかりました。ただし、訴求ポイントやクリエイティブ表現など特定のシチュエーションでの調査につき、すべての広告主・車両内サイネージ全体に応用が効くものではありません。

今後も様々な検証を重ねて、広告プランニングの一端を担えるよう、努めていきます。

This research was made possible through the cooperation of the Hiraki Seminar, Faculty of Commerce, Tokyo International University, which was responsible for hypothesis formulation and research, and Metro Ad, which provided the advertising media, with Taiyo Kogyo as the advertiser.

Research entity: Tokyo International University, Faculty of Commerce, Hiraki Seminar 27 students (14 3rd year students, 13 4th year students)

Cooperation: Taiyo Kogyo, Metro Ad

Research period: September 2022 – June 2024

– Pre-survey of university campus – 1st: November 16, 2022

– Pre-survey of university campus – 2nd: June 28, 2023

– Video Creative Pre-test of the “Tokyo Metro Vision”: February 21, 2024

・Airing of all Tokyo Metro trains on the door (Tokyo Metro Vision): February 26 – March 3, 2024

・Internet survey: March 8, 2024 (evening) and March 11, 2024 (daytime)

Under the direction of Professor Ikumi Hiraki, who is a leader in the field of sensory (sensory) marketing research, we are mainly engaged in research activities on “marketing and consumer behavior”. We have been active in industry-academia collaborative research, and have conducted experiments in display and POP advertising at convenience stores, flyers at Saitama Super Arena, and branding of locally brewed sake beer.

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 manufacturer of large membrane surface structures that are economical, easy to install, translucent, and well designed. Under the 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 utilizing the characteristics of light and strong materials to support the safety and security of society by expanding our business from various construction projects symbolized by the roofs of giant domes to civil engineering, logistics, and environmental fields.

太陽工業株式会社、TSP太陽株式会社、アクティオ株式会社の3社からなります。

太陽グループは1922年、能村テント商会として創業し、その後、戦後の焼け野原の中、ミシン一台ハサミ一丁から再スタートを切りました。創業以来、「少しでも社会の役に立ちたい、一人でも多くの人に感動を届けたい」という思いのもと、「膜」素材の特徴を活かしたユニークな製品を世に送り出してきました。「膜」技術をベースに1970年の大阪万博で大規模なパビリオン設営や運営を請け負うなかで、TSP太陽やアクティオが誕生し、能村テント商会を起源とする今日のグループ3社が形成されました。グループ創業100周年を機に、グループ3社でのシナジーを高めながら膜と空間と体験の可能性を追求し続け、「世界を、やわらかく。未来を、あたたかく。」することを目指しています。