Kirshenbaum Bond Senecal + Partners and Spies & Assassins Win Apex Award for BMW i: A Window Into the Near Future
Digital Signage Expo (DSE) is the world’s largest and longest running International Conference and Tradeshow dedicated exclusively to digital signage, interactive technology and place-based digital out-of-home (DOOH) networks. The awards were announced at DSE’s 5th Annual Awards Dinner, sponsored by the Digital Signage Federation and Peerless-AV. The 2014 Apex and Content Awards are independently judged by editors from publications that cover digital signage and place-based digital out-of-home media.
BMW’s agency, Kirshenbaum Bond Senecal + Partners and Spies & Assassins, a creative-technology boutique that focuses on digital development created the concept to help build awareness of BMW’s electric vehicles. Using a street-level window in midtown Manhattan, the agency set up three cameras to capture real-time traffic flow at the intersection of 6th Avenue at 42nd street. A 3M Vikuiti projection screen was placed inside of the window along with two 80,000-lumen Vikuti projectors. Spies & Assassins also developed custom car-tracking software that mapped BMW’s electric concept cars into the video feed, replacing actual cars with BMW electric vehicles in real-time. The end result was a perfect illusion of futuristic cars driving through Manhattan. Over a period of one-week, nearly 250,000 vehicles passed by the window and were magically transformed into BMW i3 and i8 vehicles. A great concept that proves the power of digital out-of-home media.
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