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WALKING
DISPLAYS
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Interact
with people on the go.
Submedia
Walking Displays show advertising movies that follow
viewers as they walk past the display. VIPs walking
into the Chanel Fashion Show watched in amazement as
a model, wearing a new Parisian dress, walked beside
each of them as they entered the show. New Yorkers hustling
down the sidewalk stared as they were followed by the
new Lincoln Zephyr car, tearing it up in urban landscapes.
Kids stopped their parents and made them move back and
forth to watch the new Coke Blak drink morph into and
out of a painting. They were all interacting with a
Submedia walking display.
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The only medium suited for people in motion.
People walking along corridors, walkways
and sidewalks simply don’t stop and stare at a
TV or static poster ad. Why would they? They have someplace
to go. A quick glance is all the TV gets from people
walking by, and if your ad isn’t playing that
instant, sorry – no impression. A static poster
is just that – static, and is overlooked in a
sea of other posters. These mediums are great if you
are standing in line staring at them, but they simply
don’t cut it in places where people are moving.
Submedia walking displays are perfect for these areas
– it’s the person’s motion that makes
the movie work. If they stop, the motion stops. If they
walk backwards, the movie goes backwards. The displays
are interactive - viewers are part of the animation
process. They love to move back and forth in front of
the displays, or in some cases, they press their faces
against the display trying to figure out the technology.
Several videos we can send demonstrate viewer reactions
and what the movie ads look like (you can’t see
the movies in still shots – you need to be moving).
Flexible programs to meet
your need
There are three types of programs that
Submedia offers: Event Programs, Tactical Programs and
Semi-Permanent Location Programs. Event programs are
coordinated to meet the needs of an event. Two examples
of event programs are the Chanel Shanghai 2005 Autumn/Winter
Fashion event in Shanghai and the Lincoln Mercury Zephyr
launch in New York. Chanel launched its new Autumn/Winter
apparel at a one night event largely considered to be
one of the biggest annual parties in Shanghai. All the
VIPs passed through a “display tunnel” which
was a 30-foot long display on both sides of the entrance.
As the VIPs entered, they watched in amazement as a
model wearing a new Chanel dress walked beside them,
following them into the event! Lincoln Mercury wanted
a display at the 2-day unveiling event of their new
Zephyr car. All of the VIPs from Ford and writers from
the trade magazines walked by a 60-foot long display
as they approached the event tent. The attendees watched
as a movie of the new Zephyr followed them, showing
the new car driving all around city landscapes.
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Typically the location for the display is provided by
the client for event-based displays since the client
has already secured space for the event. However, Submedia
can assist in securing space as needed. Tactical Programs
consist of relatively mobile displays that are temporarily
placed in areas that are desirable to the client. Examples
of tactical programs include the Chicago introduction
of Coca-Cola Blak, Sony Ericsson’s introduction
of a new camera flip phone into the Hong Kong market,
and the introduction of the new BMW 1 series into the
Tokyo market. Coke Blak launched their product using
tactically-placed Submedia displays in the Chicago market
targeting the Lincoln Park, club district and financial/loop
area using three displays (two sixteen foot long displays
and one eight-foot long display). The Submedia program
was Coke Blak’s only out-of-home buy in the Chicago
area for the launch. The movie content was a painting
with bubbles that rose out of the canvas as a Coke Blak
bottle emerged from the painting.
Sony
Ericsson bought four 8-foot long displays placed into
the major downtown Hong Kong movie theaters. As people
walked by the display they would see a vivid blue
fish jump out of a fish bowl and into the camera phone’s
screen (or from the phone into the fishbowl). People
would stop and sway back and forth in front of the
displays and watch the fish jump back and forth! BMW
launched their new 1 Series in a 16-foot long display
in a connector area between a train station and a
shopping mall. The display was double-sided, so people
would see it if they traveled on a moving walkway
or if they walked along the corridor on the other
side of the display. Two columns abutting the ends
of the display were wrapped and everyone moving past
the display saw the new 1 Series car rotating around,
affording all viewers a 360-degree view of the car.
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In tactical programs, typically the client will define
regions within a market that meet their desired demographics
(with help from Submedia, if needed). Submedia will
present several specific candidate locations within
those regions, and the client will ultimately select
the final display locations. Submedia will then secure
the desired spaces and install the displays in those
locations and operate and maintain the displays for
the duration of the program. Semi-permanent location
programs consist of display areas for which Submedia
has acquired long-term rights to install displays
(or has already installed displays). Semi-permanent
program space is available in New York City, Chicago,
San Francisco and Miami (and in other locations outside
the US). Location sheets for these venues are available
upon request and are somewhat flexible based on advertiser
needs, as Submedia deals with media space providers
with locations in many areas. Examples of Semi-Permanent
include the New York City launch of the new Lincoln
Mercury Zephyr car on street scaffolds, Jeep’s
launch in the Istanbul Airport and a new SEAT car
(a popular European brand) launched in an IMAX theater
in Europe, among others.
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