Static signage has had its time in the sun. The days of using a one-dimensional map or list to way-find or garner information are no more. That’s because technology is such that feature-rich digital signage innovation helps organisations and businesses to engage users differently, with clever techniques to promote brand personality and visualise handy information.
According to Markets and Markets, the global digital signage industry is set to be worth $29.6 billion by 2024. Such is the advancement in display products and growing demand for 4K and even 8K displays among consumers.
If you’re wondering just how smart digital signage applications can be, be sure to check out five examples of digital signage innovation below to discover how the retail vertical is finding new, creative ways to reach out to target demographics.
International Women’s Day – Women’s Aid
Women’s Aid launched a new timely campaign on the eve of International Women’s Day which was displayed using digital signage across London. It visualised a young woman who had been badly hurt and bruised, followed by the strapline: “Look at me. We can stop it.”
The campaign was designed to shock passers-by and raise awareness of the appalling nature of domestic violence towards women. The really clever technological innovation with this signage was that it utilised facial recognition technology to recognise when passers-by were looking at the signage. The more people that look at it at once, the quicker the bruises and cuts healed; thus conveying the message that acknowledgement of domestic violence is the initial step towards changing attitudes.
Fanta Jelly Fizz
Some digital signage campaigns have integrated augmented reality to help showcase new brands and product ranges. Fanta’s new Jelly Fizz drink was showcased in retail outlets with shoppers encouraged to play an interactive game by moving their body. The shoppers had to wiggle and move their bodies to hit the AR Fanta Jelly Fizz cans on the screen to score points and win rewards.
Lookup – British Airways
The Lookup campaign was a clever digital signage ploy to raise awareness of the ever-increasing list of destinations that British Airways now flies to. Antennae were used to communicate with BA jets flying within 200 kilometres of the digital signage, relaying the number of BA flights in the sky and their destinations at any point in time. The flights listed were only those visible in the sky to the naked eye.
Live-streamed takeaway orders – La Place
There are few more creative examples of using digital signage than in the Netherlands where one Italian restaurant took to the streets digitally to increase its footfall and offer renewed convenience to consumers. La Place had an interactive sign built 50 metres from its restaurant. Customers could speak to staff within the restaurant via a live streaming Skype-esque link, place orders and meet the chefs that make their food, before walking around the corner to pick up their order at their convenience.
The Highest Goal – Adidas
Last but by no means least, Adidas launched its “Highest Goal” marketing campaign amid the skyscrapers of the Japanese capital, Tokyo. The brand projected an interactive screen some 200 metres above the ground, with thousands of commuters and revellers able to see it. Consumers had to download the Adidas app to take part in the Highest Goal game, where people were asked to take virtual throw-ins toward Japanese soccer star, Shinji Kagawa.
The above examples are proof that signage doesn’t have to be boring or speak in plain English. Providing it adds everyday value to consumers and brings personality to brands, digital signage is here to stay.