Digital signage campaigns are more than just neon lights, HD images and loud music. Truly creative ones deliver the advertising message and engage audiences on a whole new level.
A commonly known fact about digital signage is that it enables corporations, advertisers, retailers, etc. to control and disperse both content and messages quickly and effectively. However, the art of masterfully delivering information in the most targeted and interactive way possible to the intended audience can be confounding to the majority wanting a slice of the pie.
As the digital signage industry advances and transforms, it’s definitely important for relevant competitors to pace the emerging trends and learn from the latest digital content strategies and ideas implemented in marketing campaigns.
Let’s take a look at creative digital signage campaigns that showcase the delivery of communicative experiences:
Inwindow Outdoor, CBS Outdoor, Vitro and OAG collaborated on the development and installation of a digital campaign for ASICS at the Columbus Circle subway station in Manhattan. This featured a 64-foot long video wall running the length of the underground corridor of the Metro, simulating a racing challenge for onlookers against coveted Olympic marathoner, Ryan Hall.
The “Highest Goal” interactive digital projection campaign, held in Japan by Adidas Japan, was an initiative to turn Japan’s World Cup final qualifier into a fan engagement opportunity – increasing national team support and brand awareness in the process. This massive, and impressive, campaign involved an interactive projection 200 meters above ground in Tokyo manages to rouse the crowd via a smartphone app that lets them ‘throw in’ their own persona’s onto the screen.
British Airways’ clever “Look Up” campaign, held in Piccadilly Circus, London, brings forth a refreshingly innovative perspective towards the incorporation of interactive digital signage. It made use of plane flight data to point out what plane was flying overhead. It’ll certainly give augmented reality a run for its money.
Not even the airlines industry is spared from the infectious spread of digital signage, especially when Korean Air introduced its interactive video wall campaign at 335 Madison Avenue, New York. The impressive range of foot traffic in the area, combined with the digital solution assistance of Pearl Media, makes for a strategic approach in the enticing of future travellers.
Watch the video to see how passers by are “magically transformed” into travellers through a “photo booth” experience.
‘Takeover Campaigns’ aren’t meant for the faint-hearted, and Beats by Dre ran an ambitious campaign throughout Times Square, New York by literally taking over with the help or Aerva Inc.’s digital signage solutions. According to Beats, the company intended to create an impact in Times Square by allowing the public to try on its headphones and have their photographs taken, appearing on digital billboards in the bustling location.
Prepare to be awestruck by the ‘takeover madness’ in the video.
The ingenious collaboration between Red Bull and Initiative Media, together with ZiiCON’s interactive motion-tracking game technology, is a promising attempt in shifting the dynamics of creative digital signage. What separates this campaign from the rest is that it’s able to uniquely generate an interactive experience through an innovative ‘gamification’ strategy located in the shopping city and train station of Downtown Vienna.
Do yourself a favour by watching the video if you’re looking to ‘reward’ your senses.
NoiseStreet’s outdoor marketing campaign, in conjunction with Gong Cha and SPH MediaBoxOffice, held at 313@Somerset involves a large digital video wall featuring a ‘Guess-the-Drawing Game’ allowed consumers to stand a chance at winning Gong Cha tea vouchers via participating with their mobile devices.
You can take a look at how the campaign manages to capture the attention and engage the crowd during peak shopping hours.
Yet another one of Coca-Cola’s successful campaigns in capturing a live emotional exchange during the Chinese New Year period in Singapore. Through the implementation of 3D touchscreen technology Coke has been successful in garnering favourable attention from the locals.
Take a look at how this viral video manages to establish the concept of “Creating Happiness” in a rather endearing way.
In efforts to promote the theatrical release of Despicable Me 2 in 2013, Universal Pictures launched its world’s first mobile-controlled, personalized, geo-specific DOOH campaign in five European countries. Consumers were more than welcome to control and personalize their interactions with the creative digital signage.
Watch how this DOOH campaign powers real-time interaction with over 259 digital signage screens in 51 shopping malls across the five countries.
Toshiba’s digital billboard presents passing pedestrians the opportunity to play games with their mobile phones in Tokyo. (Fun Fact: Computer users are also welcome to participate through YouTube) The digital billboard allows a maximum number of six players to commune in a 90-second race by colouring squares with a digital “paintbrush” as they search for the coveted Pala-Chan, aka Toshiba’s mascot.
This fun video demonstrates Toshiba’s creative engagement in utilizing digital signage.
The National Centre for Domestic Violence (NCDV) took the initiative of incorporating digital signage and giving passersby’s the opportunity to intervene an act of domestic violence with their mobile phones in their “Drag Him Away” campaign in the United Kingdom.
We have seen how creative advertisements manage to steal the spotlight with digital signage, so let’s take a look at the impact of spreading awareness over domestic violence in the video.
As part of a two week digital signage store promotion, courtesy of teamLab, the Onitsuka Tiger Omotesando store had the privilege of incorporating an interactive CG model design and animation of Onitsuka Tiger shoes also known as the FABRE BL-L VIN that fluidly responds to the movement of the individual standing before the digital signage itself.
Check out the video to see how the animated dancing shoes respond to specific actions with special responses!
This is a guest post by Hanis Jazil, Online Community Executive at Terrapinn Pte Ltd.
[Image: Boris Mann – Flickr]