Solving the Lack of Touchpoints with Job-Seeking Students and Young People: Renewal of Service Site for In-University Digital Signage Utilizing Automatic Doors

Nabtesco Corporation (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Kazumasa Kimura), through its Building Environment Company, has renewed the website for its advertising distribution service that utilizes automatic doors within university campuses.

Amidst the trend of earlier recruitment timelines for new graduates and the diversification of contact opportunities with young people, the importance of real-world touchpoints is increasing for corporate brand building.

By concretizing the usage scenarios of this service, we have created a structure that allows companies facing challenges in building brand awareness among students to specifically consider its application within their own organizations.

[Changes in Contact Opportunities with Young People and New Challenges]

While the spread of digital advertising has increased the sheer number of contact opportunities, the surge in information volume makes it difficult to capture the target audience's interest and build awareness in a memorable way. Specifically in the student market, although contact opportunities are increasing, it is often the case that this does not lead to memorable brand awareness. Therefore, the nature of touchpoints that can continuously connect awareness to recall is being emphasized.

[Advertising Media That Integrates into Students' Daily Routines]

Against this backdrop, the importance of real-world media that allows for repeated contact along daily life routes is growing. Nabtesco Corporation's automatic door advertising distribution service displays advertisements at the entrances and exits of facilities that students use daily, such as cafeterias and co-ops within university campuses. Its feature is that it is installed along "routes that students must pass through," allowing for natural visibility and aiming to solidify awareness through repeated contact. Currently, this service is deployed across 15 campuses at 12 universities nationwide.

[Challenges Revealed as Corporate Utilization Progresses]

This service is utilized for a wide range of purposes, including improving corporate awareness in new graduate recruitment and awareness campaigns for products targeting young people. In particular, companies facing challenges with corporate awareness, primarily B2B manufacturers, are increasingly using it for branding advertisements, and cases of increased traffic to their own websites during the advertising period have been confirmed.

However, some advertisers have expressed that "it is unclear how to utilize it," indicating that while the service's value is recognized, there was a challenge in communicating concrete usage scenarios.

[Site Renewal to Concrete Usage Scenarios]

In response to these challenges, Nabtesco Corporation has renewed the website for its automatic door advertising distribution service. The aim is to enable advertisers to consider usage methods while concretely imagining them, and also to improve the information design to make it easier for advertising agencies to use in their proposal activities. The structure has been redesigned to convey the service's features and value through "actual usage scenes."

Renewal Site Top Screen

Information Design to Enhance Consideration

In this renewal, the following improvements have been made to address the lack of usage scenarios:

Enhancement of Location Introduction Content

・360° videos showing the surrounding atmosphere of university campuses where automatic door signage is installed

・Video content illustrating students' actual traffic routes

have been published.

Location Introduction

Addition of Case Studies

・Background and evaluation comments from companies that have actually advertised

have been published.

・Scenes are published as reference information by purpose, such as recruitment and product PR.

Case Studies

Organization of Frequently Asked Questions (FAQ)

・The advertising flow, screening, schedule, etc., are organized by category.

・Reduces anxiety for companies and agencies considering it for the first time.

Frequently Asked Questions

[Towards Creating New Touchpoints with Students]

This service is an advertising method that promotes the retention of corporate and brand memory by repeatedly contacting students along their daily routes, leading to recall during future job hunting or purchasing considerations.

Going forward, we will expand the distribution base and strengthen information dissemination, while also enhancing the value of the service as a medium connecting companies and students. Starting with information provision through the website, we aim to position it as a service that is easier for more companies to utilize.

[Contact Information for Inquiries Regarding This Matter]

Nabtesco Corporation Building Environment Company, New Business Promotion Department, Business Promotion Division URL: https://nabco.nabtesco.com/campus-signage/ *Please contact us via the inquiry form on the website.

Image of Automatic Door Signage Image of Automatic Door Signage