A Moving Ad Like a Toy

Recently “Moving Ad” has been shown up in Pyramid Square Food Court of COEX, Seoul. It attracts the interests of an average 140,000 floating population per day as sightseeing to their eyes, breaking boredom from existing flat faced-type advertisements

Horizontal Movement
On last October 1, a newly developed advertising system, so-called moving AD, appeared in the food court of Pyramid Square, a well-known meeting place for COEX mall visitors. Kim Si Sung, General Manager of Koins, Inc., mentioned its background that “In consideration of more effective advertising moving AD was based on an idea from movements of a toy. If movements are added to an advertisement, they not only invite people’s eyes but also raise awareness by repeated moving flows.”
Moving AD is running through a driving device consisting of a conveyer belt on its upper part (21*2.35m), which has been certified by utility model and technical patent. And its rails enable hanged advertising models to move horizontally. Depending on individual clients’ preference sound facility can be added for better advertising effects.

Helping to Increase Sales and Profits
Woongjin Food has recorded a 20-30% increase in sales compared with the previous month after promoting its products with moving AD. Compared with the last year this year’s sales percent has increased more than 100%. As an outdoor advertisement it is generally hard to get feedbacks from customers, but the company receives direct responses from those who have seen new advertisements and customers finding them ‘interesting’. The company is ‘greatly satisfied’ with its advertising effects and considering extending its contract, which is due at the end of this year, only with some changed advertising concepts.
With regard of advertising methods, the real-sized product advertising showing three characteristics of a drink on each side respectively was installed and designed to move horizontally in use of moving AD technology. The two sides were decorated with graphics as if it looks like real products and illustrations to show Haneulbori’s characteristics that the drink agrees with everyone’s taste whether greasy or natural, and a ‘+’ shape was added as well for its visual delight.
Uniphoto, a cooperative company with Koins, Inc., was in charge of printing graphics and manufacturing ‘Haneulbori’s bottle sculpture. Woo Seung Cheol, president of Uniphoto explained “Graphics were printed with Lamines Class II, and the ‘Haneulbori’ model (2.4*2m) made of cylinder-shaped Styrofoam for sculptures was sculpted with an electrical iron and knifes and then painted.”

Safety Consideration
As SPRIS target customers were expanded from teenagers aged 13-18, actor Lee Jun Gi who is loved by all age levels of fans has appeared on one side of its advertisement so that wrapping and moving advertisements were shown at the same time. Lee Jun Gi who tried to come out from his feminine image was matched well with a concept of ‘fighter’ of Everest, a leading brand in boxing. A real-sized photo printed from Phomax which scanned boxing postures in the background of masculine Lee Jun Gi was attached to the advertising model. Those fans who like Lee Jun Gi take pictures with the advertisement. With its positive feedback the contract is extended to October, 2008.
General Manger Kim Si Seong of Koins, Inc. says, “At first the advertising model was set to move repeatedly. But to raise the brand awareness and to help customers understand the advertising better, the model was set to stop moving periodically. The average time for its moving cycle is 1 min 20 sec to 1 min 40 sec. The speed is controllable, but for safety reasons, unreasonable operations are not considered. Haneulbori’s advertising model takes approximately US $ 4,500 and SPRIS’s model image structure takes approximately US $ 3,500, which is a relatively reasonable price in consideration of their advertising effects. Now supporting structures of those models are visible, but we’ll improve safety by making up for hardware components and introduce sophisticated machine types at the same time.”