2.0 generation digital OOH media

'Web 2.0 generation' was spoken on IT news for years. From the end of 1990's to the beginning of 2000's, we can call the period as '1.0 Generation', and after that, we call 'Generation 2.0'. What the differences make between 1.0 and 2.0 is that which one just accepts media or it accepts and produce the media at the same time. In other words, if the concept of internet for 1.0 Generation was mass media, for 2.0 Generation, being represented as blog and UCC culture, internet is that they can do anything whatever they want to do. Now, Web 2.0 Generation applied media, CoMall Live, in Coex has emerged which digital media environment is applied effectively in OOH industry. Providing digital media that simply display messages to people is 1.0 Generation, CoMall Live is 2.0 Generation.

Embodied interaction

Interaction has struggled with a challenge for years in OOH industry. Interaction is to communicate with receiver who see the display. There were many trials to realize the interactive operation. CoMall Live is the result that ends the trial.
CoMall Live is a interactive medium to collect immediate feedbacks by 70-inch touchscreen. CoMall Live provides an entertainment to visitors who come to COEX and they can touch the advertisement by themselves on the screen. Sunny 10's 'Try Different' Campaign was the good case which was shown when CoMall Live was launched. Jung Sunok, a team leader of 9FRUITS Media and conductor of the campaign, said that they proceeded the campaign because it was well matched with the CoMall Live's media concept. The length of ad. is 1min 30sec. that one may feel quite long but we thought that we successfully took customers attention. As a BTL(Below The Line) marketing, this campaign's purpose was to make customers participate in the 'Can Beat' UCC contest through the online which also can be seen on TV CF. In that aspect, it is necessary to perform a campaign at a place where many people visit and can play 'Can Beat'. Fortunately, CoMall Live was a perfect medium to realize this kind of campaign to make the campaign successful."

Acting Coex Mall's guide map

CoMall Live is composed to act for OOH media and Coex Mall's guide map. Since CoMall Live acts an digital directory concept to replace an previous printed directory, it is also important to be a Coex Mall's guide map. Visitors can touch the screen and find info what they want to know.
In the guide map, menus are comprised of Find shops, Wayfinding simulation, Shopping info, Mobile coupon, Entertainment services. Find shops service provides a category search and direct search so that visitors can find shops through the simulation. Also visitors can download coupons and contents from CoMall Live in realtime. Visitors can download the mobile coupon to their mobile phone to use at the shops in Coex and can download CJ Media contents. According to OOH team in CJ Powercast, as a directory, CoMall Live is designed to make visitors find shops and facilities easily. On the top of the screen, total map is always located for visitors to approach to other info quickly. OOH team was careful not to make any mistake to put too many additional functions from the original scheme. They emphasized the basic function of way-finder and also diversified the way to find shops and way through the category search and direct search with touch keyboard. Also they provided a detail info of each shop to maximize the media's advantages.