Human Sensor Combines DOOH and Wearable Technology to Spotlight Air Pollution’s Affect on Urban Populations
UNITED KINGDOM — Human Sensor, a live choreographed performance featuring artist Kasia Molga, will be broadcast across Ocean Outdoor’s digital out-of-home (DOOH) screen network across Manchester city this weekend.
The performance features artist dressed in wearable technology to detect air pollution levels and raise awareness of how air quality directly affects populations. During the shows, performers will model hi-tech clothing that is designed to reveal the presence of invisible pollutants to audiences during walks around various Manchester city locations. Each walk culminates in a choreographed performance in Sadler’s Yard,
Human Sensor is commissioned and produced by Invisible Dust in partnership with Manchester, European City of Science. It is supported by The Wellcome Trust’s Sustaining Excellence Award and Arts Council England. The performances mark the culmination of several months of research by the artist, scientist Professor Frank Kelly and partners.
“Invisible Dust are delighted to work with Ocean and Wayin on this exciting opportunity that will drastically increase the reach, engagement and impact of Human Sensor. When I founded the organization I named it ‘Invisible Dust’ and our mission is to make the invisible visible,” said Alice Sharp, Director and Curator. “We have been raising awareness about dangerously high levels of air pollution for nearly 10 years. I’m very happy the message is finally hitting home and that the world is beginning to wake up to this environmental challenge.”
Ocean Outdoor is featuring #thehumansensor across their WiFi-enabled, The Loop, a digital out-of-home network in Manchester City Center from July 18th. In addition, the campaign will curate social media walls ahead of the performances on The Printworks and The Screen @Arndale screens from July 23 to July 29. Social media content will be managed by Ocean’s mobile partner, Wayin.com, who will moderate online conversations via Twitter and videos and images uploaded to Pinterest, Instagram and other channels as they appear across out of home screens.
“Through its eye-catching visual performance, The Human Sensor lends itself to curated user generated content from the audience. This will be harnessed by our wifi enabled screens to create a collage of photographs and video which reflect the power of the project both within Manchester and to a wider audience outside of the city,” said Kevin Henry, Head of Screen Investment, Ocean Outdoor.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media