Lisa Batchford, Marketing Controller for The North Face in the UK:
“We have used the giant screen in Manchester previously for pure advertising purposes, but now we have an opportunity to create a whole new retail experience. By encouraging people to interact with The North Face content on the large screen, and rewarding them for doing so, we are confident of significantly increasing footfall to our Deansgate Store.”
David Lamey, CEO of City Gateway Media, owners of the iconic Piccadilly screen in Manchester added “the opportunity to work with both Canditv® and The North Face on this campaign was of great interest to us. Our screen is iconic and well known to the people of Manchester, but the ability to make it interactive, brings a whole new dimension to it, and is a very attractive proposition for our clients.”
For the first time in its history the giant screen in Manchester was brought to life with Canditv technology, enabling public interaction with retail promotional content. Traditional short clip adverts, broadcast to passers-by was replaced by four 50 minute interactive campaigns.
The public simply had to dial a telephone number displayed on screen, using any mobile phone type on any network, to take part in “The North Face race”, a skiing game which based on finishing position allocated a prize redeemable in the brand’s Deansgate based store.
Compared to traditional broadcast media, Canditv enables tangible measure of a campaign’s success based on the number of participants. Due to direct communication via audio, on screen and SMS, brands have an enhanced opportunity to reach and communicate with their target markets out-of-home, driving immediate follow-up, whether making a reservation, purchase or encouraging them to visit a local store or go online. Mobile numbers captured automatically can be complimented by further data gathered in store when prizes or offers are redeemed.
Kevin Griffiths Managing Director of Data Driven Logistics Ltd in Stoke-on-Trent and providers of the multiple award winning Canditv® commented: “We are delighted to be working in partnership with both The North Face and City Gateway Media to bring this innovative experience to Manchester for the first time. Our interactive screen solutions can now be found in a growing number of locations nationally, but this is the first time we have linked a retail focused campaign to a large city centre screen and we are very excited about the project.”
“Broadcast advertising in general is in decline as brands and marketers look to more tangible and measurable methods to invest their budgets. Increasingly this has been on-line. Outdoor is experiencing similar patterns which is why Canditv is so well placed to capitalise on its unique methods to immediately engage with people on the move, closing the loop left by traditional approaches that rely on unprompted follow-up action. Our proposition could not be better timed for the current market.”
Benefits
- Closed loop advertising and branding – immediate capture of interested parties, communication and reporting.
- Revenue generating – presents the brand with an opportunity to present offers and promotions directly driving sales, reservations or traffic to local stores or online.
- Data gathering – automated capture of mobile number, content and offers of interest, complimented by further data captured by voice, text, in store or on line.
- Tangible, measurable return on investment – real time statistics.
- Simple to use – simply dial a telephone number (any phone, any network) to take part.
- Publicity and entertainment – unique and innovative approach to reach your target market.