Powder Room Interactive Media Creates World-first Touchscreen Portals At Aussie Airports

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Natalie Arnull
By Natalie Arnull



An enterprising Australian interactive media company has created a world-first touchscreen portal that allows consumers to ‘chat’ with brands and buy or sample their products exactly when and where they want them.

Powder Room Interactive Media (PRIM) has re-imagined the traditional vending machine for today’s screen and social-media obsessed culture by designing digital touchscreen portals that not only deliver sales or product trial, but can also gather instant, valuable consumer data for brands – bringing them closer to their customers.

PRIM has signed up a growing number of major brands keen to tap into its exclusive network of 300 retail portals and digital displays at Australian airports located across the country, which currently reach 280,000 people each day.

The digital portals feature 32-inch HD LCD interactive touchscreens with app-style software that have the ability to run TVCs with audio, display point-of-sale and product content, as well as allow simple ‘tap and go’ credit card or cash transactions.

Leading FMCG brands such as Colgate-Palmolive, Blackmores, Unilever, Johnson & Johnson and Nivea have jumped on board to use the new tool as part of larger marketing campaigns or bespoke executions, tapping into PRIM’s national network.

The company served up a marketing solution for Blackmores with a customised activation utilising artificial intelligence for its ‘Well Bot’ campaign at the Australian Open in January this year.

PRIM touchscreen portal (Blackmores)

Eight interactive portals created a buzz with consumers, who engaged in conversations about their health and well-being and received tailored vitamin samples as a reward.

Michelle Davis, founder and managing director of PRIM, said the opportunity for brands to create moments that give consumers what they need and want at the right time and place is endless through the development of this new out-of-home technology.

“Product sampling has been stuck in the same stagnant place for so many years, and our vision for Powder Room Interactive Media – through embracing digital and data – was to shake up the industry and transform this space so it’s consumer-first and future-orientated,” she said.

“We know brands want to establish a closer, more targeted connection with consumers in the out-of-home environment, and similarly, consumers aren’t as receptive when they don’t seek out the interaction, so our interactive digital portals create the perfect storm for these two opportunities to converge.”

Following PRIM’s success at Australian terminals, the company has been approached by airports in the United States, Europe and South Africa to bring the technology to their shores.

PRIM is also expanding its national presence to shopping centres by providing a customised application for parents’ rooms providing products tailored for the baby and toddler market.




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