Trucks with touchscreens bring interaction to the street
On-vehicle screens can be more than mobile digital billboards, as British firm SA Screen Media is proving with a series of campaigns using its Digiadvans – small trucks with large displays mounted on the side and, crucially, interactive capabilities.
“We have very intelligent tools which allow us to draw the crowds and target audiences such as touchscreens, [Nintendo] Wii, live TV and live Internet connections right there on the street. With this we bring the target closer to the brand which is being communicated,” said Scott Anthony, SA Screen Media's MD.
For example, in a recent Dutch campaign for a Canon camera, consumers could handle and use the promoted product, then see on the Digiadvan's screen the images that the camera produced.
“The brief was to live feed the camera through the van and split the screens to allow a video to play on the left-hand side, with the top right quarter of the screen running camera choices and the bottom right quarter running the image which was being taken from the camera live by the consumer on the street,” said Anthony. That campaign used three vans in locations across the Netherlands.
Another campaign promoting music software available for Sony's PlayStation was run for Game, the British retailer. “The brief was to allow the target audience to interact with the Digiadvan and experience the game in real time at close proximity,” according to Anthony, so guitars, drums, microphones and turntables were linked wirelessly to a games console within the Digiadvan that toured London (pictured).
Other advertisers have included Boots, Calvin Klein, Google, Nokia and Tesco.
SA Screen Media has also added to its roster an LED Digiadvan with a screen that slides up from the side of the vehicle for better visibility at a distance. But Anthony warns that this technology is unsuitable for interaction: “The pixelation would kill off the product at close proximity,” he told SCREENS.tv. Instead, the LED Digiadvan is designed to stand out at locations with larger crowds.
The touchscreen Digiadvans, by contrast, use a type of projection that Anthony characterises as “digital optical lenticular video”.
Meanwhile, the firm has recently opened offices in South Africa and Belgium, joining its existing locations in Amsterdam, Paris, Frankfurt and Miami, as well as Britain and Ireland. “We have only Spain to go and we will have reached our Q1 office expansion target two months early,” said Anthony.
www.digiadvans.com
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