Clear Channel is set to expand its Digital Out-Of-Home (DOOH) network by partnering with Walt Disney and Johnson & Johnson to broadcast their creatives during the launch weekend of "Play" to provide greater audience engagement through animation and copy movement.
Media agencies, creative agencies, clients and partners have also been invited toshare insights on digital out-of-home. The expected turnout of 300-strong crowd will get to experience the features of Play and witness the digital screens displaying the launch campaigns up close at the event and on the streets island wide.
The digital panels at the showcase are embedded with a HD Camera that allows colour, gender and object recognition to be executed. Guests will get to have a first-hand experience to interact with the exclusive capabilities at the event. Other than audience-triggered content, dynamic targeting messages and photos will also be part of the showcase. Dynamic live updates present advertisers with the ability to push content in real-time. This showcase provides potential clients what Play can offer.
Walt Disney will kick start the launch of Play by dominating the digital out-of-home screens on the launch date 13 November 2015, presenting the most anticipated movie of the year “Star Wars: The Force Awakens” trailer and visuals followed by Johnson & Johnson’s Listerine digital out-of-home campaign on Saturday.
“We are thrilled to be launching our campaign for the most anticipated movie of the year, 'Star Wars: The Force Awakens' together with Clear Channel’s Play 2.0. Play technology brings to life our movie visuals and trailers, and with its added interactive functions, will ignite a new wave to Singapore’s outdoor media landscape,” Rachel Fong, senior marketing manager, Walt Disney Studios Singapore, said.
“Technology advances such as this makes promotions, daily deals and flash ads more exciting and engaging, consumers today will increasingly expect to be active participants in a promotion in real time. Last but not least, the digital out-of-home signage enables advertisers to be more measurable across multiple metrics,” Marilyn Tan, head of marketing, Johnson & Johnson Singapore, said.
“Play brings together: a creative-led approach, an intelligent use of the latest technology, a forward-thinking and innovative display model to help brands reach audiences where they live, work and play,” Kelly Khoo (pictured), CEO, Clear Channel Singapore said.