GERMANY. Media Frankfurt has launched its first digital out of home advertising campaign with 3D effects, in partnership with William Grant & Sons Scotch whisky brand Glenfiddich. The Fraport advertising division said it was also a first for German airports.
The ‘Discover the whisky that never sits still’ campaign features on the 43sq m Digital Deluxe Board in Terminal 1, displaying various oversized whisky bottles that move in a rolling motion toward the audience.
“With its innovative design and sophisticated technology, the optical illusion looks extremely real,” said Media Frankfurt.
“Three-dimensional advertising is more familiar today from Asia, from the big screens in Times Square in New York or Piccadilly Circus in London. We are now bringing this extremely impressive form of advertising to a German airport for the first time,” said Martin Korosec, Managing Director of Media Frankfurt. “DOOH in 3D is a highly modern way for our customers to uniquely showcase their products at Germany’s largest international hub.”
The 3D effect is made possible by the innovative technology on the Digital Deluxe Board, which has a resolution of 3000 x 900 pixels. The Deluxe Board is centrally located in the busy Pier B transit zone, where the length of stay is up to 140 minutes. This area is mainly frequented by international passengers with above-average purchasing power.
Accompanying its appearance on the Digital Deluxe Board, Glenfiddich is reinforcing its advertising impact with the booking of several screens in the Digital Duty Free Network. This includes placements at security and passport control close to duty free stores and in front of the shops in Transit B in the vicinity of the Digital Deluxe Board.
“William Grant & Sons is delighted for Glenfiddich to be the first brand to activate the innovative 3D display space at Frankfurt Airport, showcasing the newly released Perpetual Collection,” said William Grant & Sons Advocacy and Digital Manager Oksana Ohene-Adu. “3D advertising opens new dimensions in airport advertising and captures the attention of travellers.”
*The Moodie Davitt Report has launched a regular Newsletter series that offers a curated selection of stories focused on the spirits category in travel retail and beyond, in association with William Grant & Sons. To subscribe, please email Kristyn@MoodieDavittReport.com
