The Hallway is behind a national print and online campaign to announce the launch of EMMA (Enhanced Media Metrics Australia).

EMMA, a cross platform audience insights survey that launches on Monday, has been created to deliver a more complete picture of the way people engage with newspaper and magazine content across platforms. Its aim is to help media strategists and brands develop more realistic consumer profiles.

To demonstrate EMMA, The Hallway put EMMA into the hands of cutting edge thinkers within the industry.

The Readership Works, which has developed EMMA, invited people including Ally Cooney (head of digital at TMS), Ian Czencz (head of strategy at Match Media), Paul Den (strategy manager at UM), Matt Rawnsley (channel planner at The Monkeys), Rob Pyne (founder of X or Y Decisions) and Dominic McCarthy (insights director at Naked Communications) to use the survey to create bespoke individual consumer profiles.

The Hallway then brought these profiles to life by manipulating and rendering data captured by Microsoft’s Kinect motion capture technology. The agency has created a series of print ads and online films that portray lifelike consumer profiles. Watch one of the films here. 

Simon Lee, creative partner at The Hallway, said: “To tell the story of what users can achieve with EMMA, we created what are, in effect, mini artist testimonials.”

Lucia Elliott, marketing director at The Newspaper Works, added: “EMMA has been developed using the most innovative methodology and technology, so it’s only fitting that our marketing campaign also draws on the freshest data-based techniques.”

The ‘Data driven masterpieces’ campaign will run from Monday.