Blog: Christopher Hall 

Christopher Hall

Wednesday, 03 December 2014

The Digital Screenmedia Association recently announced the winners of its fourth annual DSA Crown Awards, which recognize excellence in digital out-of-home content — and we're going to take a closer look at one of the winners.

"The content continues to improve at both budget levels, and we are seeing outstanding content on so many cross-platform channels," said Keith Kelsen, who co-hosted the awards ceremony and also served as one of the awards judges, in a DSA announcement of the winners. "It's clear that content continues to truly be the most important part of execution. The high standard of quality of the content speaks volumes about the care producers put into these deployments and the care they take in making the brands look great."

The awards ceremony was co-hosted by Kelsen, CVO of 5th Screen Digital, and author of "Unleashing the Power of Digital Signage," and Bob Moul from Artisan Mobile, the host of the party and awards ceremony.

The winner of Gold Crown Award for the Point of Sale (content budget of $10,000 or more) category was Bank of Ireland, submitted by RMG Networks. (There also was a winner of the Point of Sale (content budget less than $10,000) category, which we'll take a look at in a future post.)

Watch the video the judges saw of the deployment at the Bank of Ireland Dublin City University Branch, which includes an open-front design and a digital signage video wall with five digital zones aimed at allowing customers to interact with everything Bank of Ireland has to offer, according to its description on YouTube (the video's more about the bank, but also includes plenty about the digital signage and its content):

What RMG said about its entry:

In a revitalized banking sector, where competition is fierce and the need to differentiate is great, Bank of Ireland wanted to improve the customer experience at the point where people first interact with the bank.  DCU wanted to create a retail environment that reached into the community on the campus. Partnering with BT Ireland, RMG Networks set out to combine a rich multimedia mix of up-to-the-minute signage while reinforcing the bank’s marketing campaigns with interactive digital services that encourage instant customer engagement. Content needed to be continually refreshed so to remain interesting and relevant.  Bank of Ireland wanted to centrally manage cross-promotional campaigns, i.e.: aligning TV advertising with next-day messaging on the campus screens. Bank of Ireland also needed a solution that would work for DCU but also provide the potential to scale to other bank branches.

And what the judges had to say in their anonymous comments:

"Nice. A multifaceted execution with every aspect well thought out. You don't see that very often."

"Fantastic example of integrating digital signage into the overall architectural and environmental branding plans. I like the fact that the content blends the bank’s branding with campus information and serves to inform potential/existing customers of the services available even when the branch is closed."

More about the awards:

The DSA Crown Awards ceremony was held in New York City at the Paramount Theater at the Hard Rock Cafe in Times Square on Nov. 5, following the first day of Customer Engagement World. The DSA Party at the Hard Rock was hosted by Artisan Mobile, and presented by Scanalytics and Synnex.

The categories for the content awards were Point of Sale (content on screens in store catering to the shopper); Point of Transit (reaching people are on the go, such as at airports and with digital billboards); and Point of Wait (places where people have dwell time such as banks, elevators and doctor's offices).

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