Case Study: Dai Nippon Printing Co. achieves moving, eye-catching POP displays with NTT Communications' HenGenTou

Dai Nippon Printing Co. - Customer Case Study

Dai Nippon Printing Co., Ltd. (DNP), a global leader in printing and information services, wanted to make point-of-purchase (POP) displays that do more than inform — they needed displays that emotionally move customers and stay fresh in a changing retail landscape. Relying on its “logic in, emotion out” approach, DNP sought new technology to combine the instant appeal of paper posters with the attention-grabbing power of moving images.

DNP partnered with NTT Communications to use HenGenTou, a lighting/projection system that superimposes subtle motion onto static posters (and can respond to gestures), creating the illusion of living images. Deployed in stations for JR East and showcased at CIEPEC, HenGenTou boosted passerby engagement, earned media and visitor acclaim, and gave DNP a scalable marketing tool backed by NTT Com’s R&D, service network and future-control capabilities.

Dai Nippon Printing Co.

Hiroshi Murakami

General Manager of Sales Promotion Division Communication & Information Center Information Innovation Operations