Digicom announced today that they have been appointed by Amscreen to sell digital signage in petrol stations operated by MRH, the UK’s largest independent petrol retailer. This increases their portfolio from 200 petrol stations to 500 petrol stations across Esso, Jet, Texaco, Total and BP.
BMW have launched their biggest campaign on digital out-of-home to date.
They have taken complete ownership of key digital sites including Ocean’s Holland Park Roundabout, CBS XTP+ sites and ADHD’s shopping mall screens. All sites have had the frame fully customised.
Ocean’s new Westfield Point stands at 25m tall and is situated at a key roundabout. The site targets traffic using Westfield’s sole vehicular access point and also targets all traffic passing from the West Cross Route to Wood Lane.
The site has 3 screens sitting back to back in a triangular shape, each surrounded by an Ambilight mesh, ensuring that all traffic traversing the roundabout can view the advertising.
Blink TV have just released their 2010 schedule.
Concerts and Festivals in the line up include:
Leona Lewis
Westlife
JLS
V Festival
Reading/Leeds Festival
Their full line up can be downloaded here
Colchester, South East England might not seem like the most likely location for a pilot of cutting edge mobile phone technology but being a pretty average UK town makes it a good place to test just how interested ordinary citizens might be in using their smart-phone cameras to interact with poster sites.
Viewing any of the poster sites in Colchester through the camera of a compatible Nokia device will automatically offer the user on-screen hyperlinks to content specifically related to the poster in question, ranging from video clips to competitions. This is achieved through a combination of image-recognition and GPS technology.
In addition a series of icons have been developed which when viewed through the camera, trigger links to useful local online information. The icons can be found on ‘street furniture’ such a bus shelters and telephone kiosks.
In order to take part, Nokia’s Point & Find app must first be downloaded by sending an SMS to a shortcode. To interact with a poster or icon, users load the app and point their phone at the image but there is no need to take a photo as the poster or icon is automatically recognised as soon as it comes into focus.
There are several players in this area including Google, but Nokia’s approach is unique. They have been running a poster campaign purely to promote the service to consumers, instructing them how to download the Point & Find app.
To some extent QR codes do have similar functionality however the main reason that they have not become mainstream outside of Japan is that there has been insufficient media activity that explains the proposition and encourages consumers to download the software. The Point & Find app does include other features not mentioned here including a barcode scanner. More details are available at http://pointandfind.nokia.com/
The project is a collaboration between Nokia, media owner JC Decaux and out-of-home agency Posterscope. It has been approached very much as a learning exercise and no decisions have been made as to future availability to advertisers.
For the forthcoming release of Percy Jackson & The Lightning Thief , 20th Century Fox are the first advertisers to run a 3D ad campaign which utilises Clear Channel’s new digital 3D screens in bus shelters.
The screen technology allows people to see a 3D visual jumping out of the screen without the need to wear special glasses.
The photos below won’t show the 3D effects. To see the campaign first hand please click here to see the site list.
Below are links through to some of our favourite campaigns of 2009. There was no set criteria when putting this list together but the campaigns include personalised content, interactivity through both touch and sound and some great use of tailor made creative.
Five USA stream live content from Times Square on to XTP
Glaceau delivers live, personalised comments to those waiting for trains
Creme Egg touch-screen game hits the streets
Air New Zealand cabin crew featured in ads
RNID visualise noise to demonstrate the effects of hearing loss
Eye have just launched a 2 week campaign across their digital portfolio in airports featuring a daily copy change counting down to Valentine’s Day. The campaign is aimed at reminding flyers about Valentine’s day and the gift shopping opportunities available.
Adwagon have customised an American pick up truck giving a unique take on mobile advans.
The truck, which contains two 63″ HD screens, is also equipped with a digital sound system and can be linked to Xbox360, PS3 and Wii to demo new games.
The Adwagon can be bought for a minumum period of 1 day.
LED Screen Media are launching a new LED screen in Manchester on Albion Street. Measuring 5.6m wide x 3.9m tall and complete with a black gloss surround, the screen will take full motion video.
Campaigns will run on the screen from 15th February onwards.
