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18. DIGITAL MEDIA IN RETAIL CONTENT

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Entry Title Three Set Free Campaign
Category Digital Content
Company Name
Client Company Name Three
Year Entered 2011
What is the technical specification of your entry?
Summary Three mobile has launched a campaign across print and DOOH (Digital Out of Home) media based on the notion of mobile phone users being able to free themselves from expensive and restrictive contracts. The ‘all-you-can-eat’ package, a tariff offering truly uncapped internet access across their Smart phone range, was launched at a time when other networks were enforcing data usage limits on the latest smart phone handset contracts. A breaking chain was the creative idea for the Set Free campaign. This symbol was to be used to represent how Three are literally ‘setting smartphones free’ from restrictive tariffs and ‘freeing customers’ to use their phones as much as they wish. The overarching creative strategy was developed by Three’s Above The Line agency, Target Base Claydon Heeley (TBCH). We were tasked with bringing the creative idea to life in retail and also across DOOH media. We created fluid, eye catching animations to quickly grab the attention of busy commuters/shoppers a....
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Entry Title McDonald’s Happy Meal - Interactive Digital Content
Category Digital Content
Company Name Marketing Store, The
Client Company Name McDonald's Restaurants
Year Entered 2011
What is the technical specification of your entry?
List materials and processes used in manufacturing: Content Technical specification: Resolution; 1024x768 Definition: SD Frames Per Second: 30 fames p/second Final file supplied: SWF
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Entry Title Nuffield Health
Category Digital Content
Company Name Mood
Client Company Name Nuffield Health
Year Entered 2011
What is the technical specification of your entry?
Nuffield Health is the UK’s leading health charity with over 200 facilities across the UK consisting of fitness & wellbeing centres, sports centres, health clinics and private hospitals. Providing an ‘alternative’ to physical gyms and with an exclusive focus on ‘physical fitness’, Nuffield Health Fitness & Wellbeing Centres were looking to implement an interactive solution to effectively disseminate information relating to its facilities and the number of services available to members, and to encourage and allow members to learn more about their health. Interactive touch screen systems were developed and installed in five of Nuffield Health’s Fitness and Wellbeing Centres. Positioned in a specially designed ‘Discovery Zone’, the three 22-inch LCD touch screens offered an interactive and engaging alternative to more traditional methods of communication with customers, such as posters, leaflets or the company website. Visits to these dedicated stations enabled members to choose from opti....
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Entry Title New Look - 'MicroTiles' and Facebook Social Media Platform
Category Digital Content
Company Name Mood
Client Company Name New Look
Year Entered 2011
What is the technical specification of your entry?
New Look is one of the world’s leading fashion retailers, with over 1,000 stores worldwide. Faced with the challenge that ¾ of their retail space was situated on a lower level accessible only via escalator, their Dublin-based flagship store wanted to address the challenges of their store layout, while delivering a memorable brand experience to customers. With a view to engaging and influencing consumer behaviour by encouraging customers to venture downstairs, New Look enlisted the services of the media provider to design dynamic and visually stimulating content delivered via a 'current' communication platform. This resulted in the creation and installation of the first ever ‘MicroTiles’ wall in a retail environment across the UK and Ireland. The revolutionary ‘MicroTiles’ installation, measuring [408mm x 306mm], featured innovative LED visual display technology which allowed for the delivery of an extremely bright, high-resolution digital canvas. This method is versatile and can be arr....
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Entry Title All Bets in One View via Digital Signage
Category Digital Content
Company Name Scala Broadcast Media
Client Company Name Corbett Sports
Year Entered 2011
What is the technical specification of your entry?
Corbett have a very strong promotion tactic, ranging from advertising in print and online. Plus they have a very strong web presence: http://www.corbettsports.com. All of these promotion elements are created in the same look and feel and are meant to either get people to bet directly (online) or draw them to the Corbett shops. The same branding elements are used in the in-store set-up to reconfirm the promotional messages and to draw people into the sore from the street. Once inside the shop, the content on the screens plays a crucial sales role. The content is not only designed to get the visitors even more excited about placing a bet, it also gives an up to date picture of all running matches, wagers and stakes.
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