2012 Best Digital Out-of-Home Campaign: Digital Signage
Project: ASICS New York City Marathon Campaign Client: ASICS Submitted by: Inwindow Outdoor Also contributing: CBS Outdoor, Vitro and OAG
Brief overview of the project/technology:
Inwindow Outdoor, CBS Outdoor, Vitro and OAG collaborated on the development and installation of a digital campaign for ASICS at the Columbus Circle subway station in Manhattan featuring a 64-foot long video wall running the length of the underground corridor.
Objectives of the deployment or the technology:
The campaign was designed to promote both ASICS and its sponsorship of the ING New York City Marathon, which was held on November 6, 2011. The technology incorporated was intended for the campaign to engage riders passing through the Columbus Circle station in a creative and fun way.
Results achieved relative to the objectives:
As of December 22, 2011, the video had been viewed more than 542,000 times on YouTube. Throughout the one-month engagement, brand ambassadors encouraged hundreds of people to actually run alongside the video wall. The campaign was seen by a countless number of people passing through the Columbus Circle station, which is the MTA’s 7th busiest station, serving more than 20 million riders annually.
Size and geographic location(s) of the deployment:
The video wall ran 64 feet in length using eight projectors across one large, edge-blended screen. The campaign ran at one location – the Columbus Circle subway station in New York City.
Ray Lee (right), accepts the award on behalf of Inwindow Outdoor from Jennifer Nye, DSA EVP - Digital Signage.
Selected judges’ comments:
A neat idea, technically well-executed, and apparently engaging consumers well.
Very creative, active and fun. Promotional momentum.
The interaction of this DOOH signage provides a lasting impression on the user and helps to improve the take away. This deployment was pulled off very effectively.
Very impressive project. I viewed this installation personally and watched many people interact with it.
Fun with media!
Fun and engaging. Great location for the execution.
ASICS created a truly interactive solution with their digital signage. They created an experience for the user that allows them to feel what it is like to be the runner. The brand has developed a simple sign solution that is both memorable and share worthy, thereby strengthening the brand.
Very, very smart. What a clever idea. Perfect marriage of technology and creative.
How fun. Nice job.
Unique creative in a high-traffic location, definitely interactive.
Excellent campaign. Achieved engagement.
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