Job Vacancy: Posterscope SA

Cape Town | Erik Warburg | erik@posterscopesa.co.za

Johannesburg | Carni Wilkens | carni@posterscopesa.co.za

Billboards are now watching and interacting with YOU!

Tokyo’s intelligent digital billboards

Tokyo, Japan’s Digital Signage Promotion Project is currently trying out digital advertising billboards fitted with cameras that can distinguish the gender and age of the passers-by who look at them.

This will allow the advertiser to tailor their commercial message to the onlooker.

A consortium of 11 railway companies launched the pilot project last month, and has since set up 27 intelligent displays in subway commuter stations around Tokyo.

The operator’s will not save recorded images.  However, they will collect data about groups of people, which will help advertisers learn what works best at which locations in the city and at what time during the day.

Number Plate advertising to cover cash strapped California’s deficit

Arnold Swarzenegger has always done things very differently.

He went from an Austrian American bodybuilder to Mr Universe, turned actor-slash-model to businessman and most recently politician, serving as the 38th Governor of California.

Only he would consider the introduction of digital number plate advertising to cover the cost California’s deficit of $ 19 bn.

However there are mixed reviews on this as some people say that it will only result in chaotic traffic. Comments are being made in anger, such as “What about a car sticker? No electricity, no semiconductor technology required, no electronic waste at the end of life”. Others are very excited about the opportunity saying that it will really spark the interest of Designers, Sport teams, Bands, Movie companies and also news channels.

The electronic device would look like a normal number plate when the vehicle is moving but would switch to digital adverts when it has stopped for more than four seconds, in traffic or at a red light. The license number will remain visible at all times.

The best part is that it could be used to broadcast traffic issues and perhaps even suggest alternative routes. Perhaps one day it will become a communication device to let people know your thoughts for example your favorite Sports Team, or “I just got engaged.”

It is an exciting space that will revolutionize driving and outdoor, and if it covers a State’s debt at the same time, well then I would say that Arny has saved the day again!

Telkom Malaysia : Everyone connects Campaign

The ‘everyone connects campaign’ was an initiative by TM to position themselves as the enabler of digital lifestyles, instead of just being a broadband provider. Posterscope Malaysia mounted the biggest TM campaign in 2009 (over 100 sites for one month rather than the usual 3 – 12 months required by the contractors). The key campaign objective was to ensure that the target area, Klang Valley, was a sea of orange (the theme colour for everyone connects), thereby encouraging consumers to download the “Through my window’ ringtone, which was derived from the theme song central to this campaign. There were a number of noticeable achievements.

This was the first time that there was a road block on digital screens ( in this case 2 of the biggest screens in the city over 2 weekends). It was the first time Bluetooth technology was used with big digital screens. This recorded the highest ever Bluetooth downloads for a campaign in Malaysia – over 80,000 in 2 weeks.

Youtube’s Got TV

In announcing to the world that ‘YouTube’s Got TV’, YouTube wanted to communicate that people could now watch full-length TV programmes on it’s video sharing site. Working with them, Posterscope UK and Hyperspace created an interactive installation to give shoppers and media professionals in London a sneak preview of the service. 8 High definition LCD’s were installed into a prime retail location in London’s famous Carnaby Street right in the heart of Soho.

The linked LCD-based digital display featured touch-sensitive interactivity, allowing the audience to select one of 5 clips to watch.

Across a 5 week period the screen achieved almost 10 000 interactions and a whole raft of Flickr, Twitter and YouTube posts.

Digital fighting crime!

Between the 1^st of April 2008 to the 31 March 2009 the amount of serious crimes reported was approximately 2.1 million, (many go amiss as people are to scared, have no faith in the justice system or NEVER make it to the police station to make a statement)

That is 5 753 incidents a day.

What do we do? Wake up, go to work and hope it doesn’t happen to us and then sit there all indignant and depleted when it does.

In America Government and law enforcement agencies have been quite proactive about catching the perpetrators partnering with outdoor advertising agencies. A most current example of the effectiveness of this is when Virginia drug suspect Edward Myricks saw his photo on a giant digital billboard he didn’t even bother trying to outrun or outsmart the police. He knew his luck had run out and promptly handed himself over.

“We posted his photo on billboards in Newark (after learning the suspect had traveled there), and when he saw the billboards he turned himself in on March 11,” Chris Allen, an FBI spokesman, said.

In 2007 they ran the first test with digital billboard to capture criminals and now they run these in more than 40 states. Chris Allen explains that it is a real force multiplier as you now have the countries eyes as opposed to 10 agents.

Some other interesting cases that were solved, the apprehension of a serial bank robber, he pleaded to  guilty to a robbery spree in Tennessee, Kentucky, North Carolina, South Carolina, Indiana and Illinois.

Digital Billboards are outdoing TV and the internet in captures. Now isn’t that clever adspend!!!

- Justine Kettle, Posterscope OOH Planner

Augmented Reality T shirt – The Ultimate Rock, Paper, Scissors

VISA dominate on digital platforms ahead of the 2010 FIFA World Cup™

Visa, Worldwide Partner of the 2010 FIFA World Cup™, has utilised multiple digital platforms ahead of the event. OR Tambo International Airport and Cape Town International Airport in particular have been dominated with Visa’s presence. The powerhouse brand has also used the well located Primedia digital network in Sandton, JHB.

Digital Twitter in Las Vegas

In a dual bid to bolster its social media awareness with consumers while also increasing locals business, MGM Grand Hotel & Casino has leased space on two digital billboards in Las Vegas to display select locals-targeted tweets from its @mgmgrandTwitter feed.

Billboard owner Lamar Outdoor in December approached the hotel with new technology that allows for interfacing with Twitter, enabling real-time updates to be displayed on the digital marquees. The billboards–one is located near the intersection of Flamingo and Paradise roads, the other near the airport at Tropicana Avenue and Swensen Street–do not display every tweet, just those that might be of particular interest to locals.

The hotel’s billboard tweets debuted just before Christmas. As the campaign ramps up, Director of Advertising Teresa Fry hopes to churn out at locals-oriented offers on a daily basis. “Not that we ever ignore locals, but we definitely don’t promote to them as much as tourists,” Fry says, “so this is a way to engage them and make them aware of some of our offers”

MGM Grand shares the billboards with at least six other advertisers at any given time, rotating every seven seconds.

The billboard comes with its own unique set of challenges. Conveying a coherent, meaningful offer via Twitter’s 140-character limit is challenging enough, but Lamar limits its billboard messages to only 100 characters. Complicating that is the fact that, while Twitter aficionados may understand the site’s jargon and shorthand, the billboards are read by countless people who have no idea what is being said.

The Twitter billboard effort will be reevaluated in April after a three-month trial run. If MGM Grand sees success, either from an uptick in locals business or a marked increase in Twitter followers, it may consider expanding the program by leasing the billboards on an exclusive basis.

Limpopo Digital Screens

Allegro Marketing has launched digital screens in Limpopo, South Africa. They have four large screens strategically situated in four venues around Polokwane. The venues are; Builders Warehouse, Engen Garage Marshall Street, Limpopo Mall and Cycad Pick ‘n Pay.  The combined venues have an average of 1 789 000 feet per month passing through them. For more info on this offering, please contact Stacey@posterscopesa.co.za

Bus Shelter Innovation in the UK

In a 2-week out-of-home campaign, a specially designed 42” interactive screen has been installed at a bus shelter on Tottenham Court Road featuring video content driving people to donate.

Pedestrians and commuters see a girl trapped in the shelter with a call to action to donate to the cause.

Any donation prompts the video to change revealing the female in a composed state and a thank you message to the donor.

Redefining Digital Building Advertising

The “Media Facade” now adorning Bayer’s former HQ in Leverkusen, Germany is one of the most impactful and eye-catching digital campaigns running at the moment. Built by ag4 media facade GmbH and GKD AG, the massive display apparently consists of 5.6 milion LEDs that cover the entire 17,500 square meters of the building, and which can be lit up at will to pump out gigantic advertisements worthy of any science fiction movie. Seeing is believing so check out the video below -

 

Vitamin Water UK – Smart use of digital

Vitamin Water’s incredibly successful UK Summer Campaign incorporated a multi format approach as well as a very clever use of digital. As seen in the picture below – the digital screen at Piccadilly Circus began having conversations with people on the street.

The screen even got people to take part in the Conga at Piccadilly Circus!

Moving Tactics – Customised Digital Solutions

Moving Tactics have developed a strong and highly effective digital solution in the South African retail environment. The in-store digital screens deliver dynamic visual messages to customers, driving sales or brands. Critical information such as price discounts is delivered audio-visually to a captive audience, which triggers a buying decision in-store.  The sound and interaction is an industry first. The interactions can be linked to competitions, promotions or instant redemption coupons. Independent research recently done proves that digital in these environments will add value to any brand.

Some of the top line results done by FGI (Freshly Ground Insights) are as follows:

• The majority of respondents noticed TV screens and felt it attracted their attention
• The three top adverts recalled utilised sounds and were also the most frequently bought brands
• Most customers went into the shop with a “shopping list” but felt the digital media could, or did, influence their purchasing decision.
• Consumers watched the TV for updates, store specials and information on new brands

Moving Tactics has didgital presence in Picardi Liquours, Midas, Ultra Liquors and Makro Cellulars with over 400 screens nationally. The Moving Tactics digital network is growing and is influencing consumers in all outlets.

Digital Signage Solutions – Pre-paid airtime screens

An interesting digital solution right at point of purchase for pre-paid airtime has found success in key markets. The LCD Display Device is a advertising medium which reaches the end consumer at the most crucial moment. Telecommunications amongst the low-end target groups is growing at an astonishing rate and this is an incredibly effective and relevant space for any brand to be in. For more information on this exciting opportunity, please contact Lana vd Walt at lana@posterscopesa.co.za.

Digital Opportunity – Sandton Eye LED Screen

From December 2009, a new and exciting digital opportunity in Johannesburg will become available. These screens are highly visible to all vehicular & pedestrian traffic moving through the Sandton CBD, on West street travelling east and on Rivonia road travelling north. Site is directly opposite future Gautrain station on the street level entrance and exit. Approx. 91,050 cars per day to pass the screens but is expected to increase as Gautrain & BRT commuters make their way to the station, as well as large amount of visitors to FIFA head office and organised events.

For more information on this exciting opportunity please contact stacey@posterscopesa.co.za

The oohgle experiment

As a specialist OOH agency, our Posterscope UK office decided to test whether or not OOH drives search. OOH drives mobile interaction but does it drive consumers to search for brand.The media concept was to take ownership of the term “OOHGLE” online and utilize a mult-iformat OOH campaign to drive consumers to search. Different levels of exposure were used through out the campaign to demonstrate optimal investment levels.

The results of the campaign:

15,000+ unique visitors

31,000+ page views

3,500 questionnaires

66 countries

23% click-throughs to Coke

19 twitters

16 blogs

7 Flickr posts

4 articles

2 Facebook posts

Max Media: Keeping brands top of mind

Max Media have built up a solid network of digital screens across South Africa. This is medium that has targeted specific areas and dominated, allowing brands to stay top of mind right at point of sale. Max Media’s network extends across a wide variety of stores from Pick N Pay Family Stores, Ok Supermarkets and a large percentage of the countries liquor outlets. This is a simple and effective medium always allowing  for brands to stay fresh in the consumers mind.

For more information on this exciting digital offering, please contact Stacey@posterscopesa.co.za

Massiv TV – Bringing digital to taxi’s

Massiv TV has spent more than four years, at great expense, with masses of passion and effort to develop an out of home television platform that will engage commuters in an entertaining and captivating way.

Proposition to the Taxi industry:

• Income generating opportunity.

• Unique and effective business management tool.

• 24/7 vehicle location, route and speed monitoring

• Enhanced safety to passengers and the vehicle due to higher levels of accountability from the driver to the owner which the Massiv system provides
• A fully fledged TV channel with its own blend of programming

• Short serials; weekly news; music; sports and general interest programmes

• Enhanced overall safety of the vehicle

• Information and education

With a captive audience, Massiv TV will be a great platform for clients to showcase their brands in a controlled environment when their message can be taken in by the consumer.

Massiv TV is able to deliver the most effective way to communicate to the commuter in a way that will be received positively, respectfully while at the same time entertaining to the viewer.

Not only will advertisers benefit tremendously from this platform but will have the piece of mind that their investment is secure and accounted for.

For more information contact Lana vd Walt at lana@posterscopesa.co.za.