Digital Signage, OOH, and a smart phone were not familiar to people
who are working in the advertisement industry up to last year. So, they hardly
ever used these methods as a promotion tool.
However, exactly 1 year later,
the smart phone is very near and we can see the combination with phone and
digital signage easily. HERE is QR code 'Avante' promotion is attracting
attention at bus shelter and screen door using QR code recently.
Avante that didn't exist in the world and
OOH that didn't exist in the world
We were surprised with QR
code at everywhere such as bus shelter, subway screen door, and digital view.
And the curiosity is amplified with Qroo Qroo: application for serving
information. We can collect the detailed information by scanning QR code.
It
was one of the promotions to appeal for new Avante model released in August from
Hyundai motors.
It was very unusual because they didn't explain details and
just repeated their slogan. But people usually think that information should be
provided for customers in detail. So, this is a promotion to think outside of
the box in this view.
The manager of Innocean Worldwide Co., Ltd, Shin,
Sangmoo said "The point of this promotion is to show 'Avante' that didn't exist
in the world previously. Even though this model is popular, it has old feel.
HYUNDAI MOTORS 'AVANTE' PROMOTION
Best promotion tool, QR code
So, it was very important to renew its image. We looked for diverse ways and
agreed with an idea of using QR code has a smart image."
Mr. Shin also said
"However, as only people who have a smart phone can use the QR code, it could be
dangerous element for marketing.
So, we inserted the Avante image as well.
Now, people having a normal mobile also can search it by website and get some
information.
In other words, we targeted it widely."
The smart phone is the portable OOH which has
mobile Augmented Reality and QR code
Whenever the new
construction is built such as subway screen door and bus shelter, OOH can become
bigger media. And the diverse media like a kiosk with touch screen was settled
in this year. In this situation, the existence of the smart phone could be a
portable digital signage or OOH. Because when you take a train and bus or are at
the coffee shop, you always grab the smart phone on your hands. This Avante
promotion was also completed with the smart phone technology.
If there is no
smart phone, even though they put the QR code on 262 places such as screen door,
bus shelter, and cinema in Seoul, it couldn't be successful. In other words, QR
code is not a just temporary event anymore but a main item.
Mr. Shin said "As
you know in this promotion, the role of the smart phone is not a kind of sub
means anymore. Recently, as application is the point of generalization with
Augmented Reality, it will be increased to use the smart phone as a main media
from now on."
Eventually, the smart phone can be a growing media of OOH. We
expect which project will inherit after this promotion.
COEX MEGABOX 'BE MINI' PROMOTION
Be daring, Be a standout. BE MINI
To be speak in principle regarding vehicle, it is just means of
transportation and industrial products with 4 wheels.
However, as it is a
fantastic invention, there are stories in motors.
And further it can be a one
culture.
BMW MINI was produced in 1959 for the first time and soon it had
stories and histories.
They set up the 'MINI' for a new model 'Camden' at
Coex mall, the representative place of OOH, for the 50th
anniversary.
The place for sharing and experiencing the
stories of 'MINI'
There are outstanding items for
storytelling in any area, and it means that it spreads through people's talking
in various ways as well as having stories by itself. In that side, 'MINI' is
very attractive item in many motors brand fields. It was proceeded puting the
point how mini stories and future oriented will be combined in this
promotion.
Kim, Seounwoong, manager of Creative lounge Co., Ltd said
"Campaign slogan of MINI is 'BE MINI' in 2010. It is not only riding and buying
a MINI but also we can see, experience, and feel everything such as mind,
community, and performance."
He also said, "We are focusing on the futurism
as well as sharing the stories. The Camden, released currently, has a future
oriented function like a speaking car."
Marketing strategy of 'MINI' is not
overwhelming with material superiority such as TV advertising or newspaper,
magazines, and radio, but making it a rule to showing creativity for the
customers.
Strong impact with Hologram
It
was very important to give the customers strong images in a short time as they
displayed at Coex Megabox Cinema. The accessible time to enter for moviegoer is
only about 10minutes before start the movie, so they don't have enough time to
show and appeal the 'Mini' to the customers. They used hologram for this
promotion.
CEO of Miligram 9 Co., Ltd, Min, Byungkwan said "It was crucial to
maximize with a limited space. Even though MINI has cute image, main target is
the workers in age of 20~30s. That's why women took their suits off and wore a
tank top and short pants on the screen. I think choosing the Hologram was very
good way to give a strong impact to the viewers and attract." ☯
