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Japanese company tests digital signage that emits aromas

October 16, 2007

TOKYO — NTT Communications announced that it will launch a feasibility study of digital signage equipped with an aroma-emitting device to strengthen the impact of marketing communications. In this first stage of the study, the company will operate a digital sign in front of Kirin City Beer Hall in Tokyo's Yaesu Shopping Mall from October 21 to the end of December. Aromas, such as lemon and orange, associated with beer will be emitted by the sign to enhance the impact of its messages. Through the study, NTT Com expects to measure the sign's effectiveness in attracting the attention of passersby in the underground mall. NTT Com's branded aroma-emitting digital signage (Kaoru Digital Signage) combine the company's Spot Media digital signage service and Fragrance Communication (Kaori Tsushin) online service, which instructs specified Web-connected devices to emit mood-heightening aromas.