How’s the Weather Up There?
Gail Chiasson, North American Editor
Teehan+Lax, Toronto, took the award for Best Point-of-Sale Campaign at the recent Digital Out-of-Home Awards presented by MediaPost in New York last week.
Teehan+Lax had developed a campaign for TELUS, one of Canada’s largest telecommunications companies and a major mobile carrier.
This campaign for TELUS featured the HTC Diamond smart phone. The objective was to illustrate the smart functionality and full-featured graphic interface.
Digital signage was placed on underground subway platforms of the Toronto Transit Commission system, and pushed realtime, graphically-illustrated weather conditions – via an RSS feed – directly to the panel. As commuters exited the subway train they could see the actual weather conditions at the street-level above. OneStop Media Group handled that signage.
Secondary signage pieces were located (via Neo Advertising) in mall food courts and TELUS retail locations where people would be buying the handset . These were designed as sales tools for the store reps.
“In these instances, we illustrated the handsets visual appeal, with the face-enhanced address/phone book as well as other graphic interfaces,” says Dave Stubbs, partner at Teehan+Lax . “Then we wrapped up the story with a price point message and a call to action: ‘Ask a sales rep for details.’
The Awards honoured digital out-of-home creativity and innovation, so results of the campaign weren’t revealed.
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