UK. IBM, in partnership with airport digital media specialist EYE, has expanded its “˜Smarter City’ campaign to Manchester Airport using the Interactive Monster Wall, an intelligent digital signage display from Monster Media. The campaign planned and bought through Mindshare and Kinetic is promoting IBM as part of a broader global multi-media campaign.
The Smarter City campaign was created by the Ogilvy group to educate travellers on IBM principles and innovations designed to drive sustainable growth and prosperity in urban communities.
The Interactive Monster Wall combines gesture-based recognition and multi-touch technologies to allow travellers to navigate aerially through a virtual “˜Smart City’. Travellers can stop at various buildings along the way to learn about IBM innovations in transportation, public safety, education, healthcare and more through video, text and interviews shown on the screen.
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The Interactive Monster Wall combines gesture-based recognition and multi-touch technologies to allow travellers to navigate aerially through a virtual “˜Smart City’ |
“This is a great opportunity for IBM to showcase its ideas around Smarter City technology,” said EYE General Manager John Rankin. “The passenger interacts with the creative giving the consumer the choice to experience content that is most relevant to them, making the campaign more impactful and meaningful.”
Hailed as a first-of-its-kind bespoke digital experience in the UK, the Monster Wall exemplifies leading edge digital out-of-home strategy as harnessed by IBM through the combination of gesture-activated, multi-touch, audio and video calls to action. The unit is also equipped with an analytics and tracking system that measures direct user engagement down to each display and trigger, giving IBM and its agency the ability to calculate a concrete ROI for the campaign.
“This campaign not only demonstrates IBM’s commitment to innovation in developing “˜instrumented, interconnected and intelligent’ eco-systems, but also showcases the power of interactive digital in the Out-of-Home space and how strategically harnessing its power results in an engaging brand message,” said Monster Media Managing Director Liam Boyle.
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