Out-of-home advertising specialist oOh!media has announced the launch of its Mobile Excite network – the next evolution of its interactive retail network designed to help advertisers bring interactive content into any environment they choose.
Boasting the latest 4k ultra high-definition screens, oOh!’s Mobile Excite network features the same sensory capabilities that saw their retail centre counterparts awarded Best Use of Technology/Innovation at the Outdoor Media Association’s Creative Collection Awards in 2016.
Excite panel features include a multi-touch screen, Kinect 2.0 gesture control, voice recognition, webcam, audio and 4G connection.
NAB will be the first brand to use the Mobile Excite network for a campaign, with panels being placed in four branches across Sydney and Melbourne for all of May.
The campaign will show branch visitors ‘moments of truth’ video vignettes and encourage them to download a NAB property report with real-time data that can be sent directly to their phone or email address.
Blair Hamilford, group director of oOh!media’s retail division, said the Mobile Excite network provides advertisers with an opportunity to engage their audience on a whole new level.
“The average two-week retail Excite campaign generates over 30,000 interactions, so we know the interactivity of the screens creates a massive level of cut-through in busy environments,” he said.
“What we’re able to do with the Mobile Excite network is achieve that same level of interactivity and engagement for an audience in virtually any environment an advertiser wants.
“Whether it be a bank branch, sporting stadium, airport or office building, we’ve untethered the limitations on where these meaningful brand interactions can take place, meaning brands can now be in any environment they choose. The only requirement is a power outlet.
“Placing the screens in environments like NAB branches means that brands can provide experiences with deeper engagement for a captured audience.”
Michael Nearhos, general manager of brand experience at NAB, said the bank is always looking at ways to improve the customer experience.
“We’re excited to be the first brand to use this new technology as a way to enhance the experience in our branches,” he said.
“With the Mobile Excite campaign, we’re able to combine interactive technology with content that’s useful to our customers, which then gives our bankers the chance to engage them in more meaningful conversations.”
The Mobile Excite campaign will be supported in 15 retail centres with oOh!l’s digital ShopaLive panels.
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