Immersive OOH Ad Series "TOQ IMMERSIVE OOH_MOVIE Second Content "Quiz Kagaku Perspective" Begins Airing

Tokyu Agency Inc. (Head Office: Minato-ku, Tokyo; President and CEO: Toshiyuki Kosaka), in collaboration with Asahi Digital Lab, will air the science quiz program "Quiz Kagaku Shiten" as the second content of the immersive OOH advertising series "TOQ IMMERSIVE OOH_MOVIE" in the advertising media "TOQ Vision" in Tokyu Line trains from May 12, 2025 (Monday). Vision," an advertising medium inside Tokyu Line trains, from May 12, 2025.

We are promoting the provision of phygital*1 experience value by using the latest technology. The immersive OOH advertising series "TOQ IMMERSIVE OOH" utilizes advanced digital technology and IP content to create a highly immersive advertising experience that can be actively enjoyed.

Currently, this series offers "TOQ IMMERSIVE OOH_AR", "TOQ IMMERISVE OOH_SOUND" and "TOQ IMMERSIVE OOH_MOVIE".

As the second content of "TOQ IMMERSIVE OOH_MOVIE," Asahi Digital Lab has launched a science quiz program using short videos based on "Newton Hub," a web media jointly operated with "Newton," a magazine that boasts the No. 1 circulation in Japan in the science magazine category. The program is based on the Newton Hub, a web media jointly operated with Newton, Japan's No. 1 science magazine in terms of circulation in the science category.

TOQ IMMERSIVE OOH Trademark and design registration pending

TOQ IMMERSIVE OOH_MOVIE

TOQ Vision

Quiz Kagaku Shiten

Broadcasting of "Quiz Kagaku Shiten," a science quiz program

This content is a quiz video that allows viewers to learn about various genres such as space, physics, and Fermi estimation, as well as culture, culture, and logical thinking, under the theme of "learning the fun of scientific phenomena and technologies that occur in everyday life. With easy-to-understand experiment videos and illustrated explanations, a wide range of people, mainly Generation Z, can learn the fun of science and feel a little smarter.

In addition, the website, which can be viewed through a two-dimensional code, provides detailed explanations of the quiz and other quizzes, making the quiz enjoyable not only in real space but also in digital space. As a result, advertising communication that makes consumers want to go see and spread the word is created, and advertisers are provided with new promotional opportunities that can be expected to generate high-profile advertising effects.

In the future, Tokyu Agency will develop new advertising products through tie-up packages and digital collaboration, and conduct surveys to measure satisfaction with advertising contact and content, in order to provide optimal experience value to both consumers and advertisers at the same time.

Tokyu Agency will realize attractive advertising plans that will lead to the revitalization of entertainment along the Tokyu Line by providing attractive content and unprecedented new experiences through its outdoor and transportation advertising media brand TOKYU OOH.

■Demonstration of Call to Action by Broadcasting Content on Trains

This content will be linked to the NewtonHub (Asahi Digital Lab) website to measure the sequence of events from ad contact to website browsing and campaign application on trains, and verify the effect of the content in changing attitudes and stimulating action.

Verification flow (image)

(1) Questionnaire survey of users of the relevant train lines (to determine whether beacons were used to board the train)

(2) Inflow from QR code*2 search window, access analysis, and log analysis

Content Overview

Name: TOQ IMMERSIVE OOH_MOVIE Vol. 2 "Quiz Kagaku Shiten

Broadcast start date: Monday, May 12, 2025

Production Company: Asahi Digital Lab Inc.

Content: Scientific quiz program of approximately 1 minute in length (to be updated on a weekly basis)

Objective: To provide an appealing entertainment experience for users and high advertising effectiveness for advertisers,

　　　　　　Objective: To provide an appealing entertainment experience for users and high advertising effectiveness for advertisers.

Future Prospects: Digital collaboration using SNS and technology,

　　　　　　Provide tie-up content planning using SNS and technology.

Asahi Digital Lab, Inc.

Asahi Digital Lab, Inc. started as a new business of Asahi Shimbun and will be spun off in 2022. The company provides services in the three areas of "media," "content," and "digital marketing" as a company with strengths in "video" and "digital marketing.

Newton Hub is a web media jointly operated by the company and the scientific magazine Newton (published by Newton Press, Inc.). Using the abundant content and know-how of "Newton," the company will deliver the appeal of the company's outstanding technology and science to a wider audience and implement digital measures tailored to the issues faced by each company.

Asahi Digital Lab

*Published by Newton Press Inc.

1 "Phygital" = A living space where physical and digital technologies are fused together.

While the use of digital technology is becoming more and more important these days, at the same time, digital transformation of physical customer contact points is also progressing. The "Phygital Project" is Tokyu Agency's unique solution development project that aims to realize an impressive brand experience by integrating and optimizing the two.

2 QR Code is a registered trademark of DENSO WAVE INCORPORATED.