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EMI Records Launches Shop Window Advertising That Can Talk Back
The World’s first talking shop windows have been stopping shoppers in their tracks in London’s bustling Liverpool Street. New Visions makes use of new technology by advertising company MotoMedia Ltd and turns the window surface’s plate glass into a speaker., which combined with projected images turns a normal shop front into a living, talking advert.
Until now the technology has been science fiction in futuristic films such as Tom Cruise’s Minority Report, but a former videostore at 33 Liverpool Street, London EC2 has been transformed into a real life version for EMI Records’ launch campaign for American band LCD Soundsystem’s new album, Sound of Silver.
The technology is described as a cutting edge ‘ through-glass’ sound driver, which delivers very high quality audio, comparable to a CD. Combined with a powerful in store projector, videos are seen and heard coming directly from the plate glass shop front window.
When shoppers stop to hear a track from the band’s album, their mobile phones are automatically sent an exclusive download via Bluetooth. In the first week alone 900 downloads were made.
Miguel Tatay, Account Director at mobile marketing agency New Visions, who devised the campaign on behalf of EMI, said “This takes outdoor advertising to the next level, offering not only an audio/visual experience but also sample content that the consumer can walk away with on their mobile handsets.
We are pleased to offer this new exciting technology to our clients and are already in discussions with our clients on further projects.”
With the increasing number of empty shops in Britain’s high streets, known in the retail industry as the e-Bay effect, this revolutionary technology is a way of transforming an empty retail until into a compelling advertising medium.
Promotion of the bands mobile internet site was also on display and consumers were enticed to text LCD to 84477 to gain access to the bands official mobile wapsite to download content from the album.
01/05/07