[FOR IMMEDIATE RELEASE]
Multi-Dimensional Advertising Format for Public Spaces
Is Demonstrated to Hong Kong Marketing Professionals
New System Uses Interactive Technology, Wireless Communication,
To Provide Consumers With Customized Information, Product Options
Hong Kong, 7 February 2007 – More than 100 marketing and advertising professionals
attended the demonstration of a sophisticated new advertising system for public spaces,
which combines six forms of interactive technology to create a multi-dimensional
experience for consumers.
The system was demonstrated at an interactive advertising seminar hosted by JCDecaux
Pearl & Dean, the leading outdoor advertising agency in Hong Kong. Local residents will
begin experiencing the multi-dimensional approach during the second quarter of 2007.
The heart of the system is a wall-mounted interactive panel with two computerized, video
components: a touch-screen LCD panel that “interviews” customers to learn about their
specific needs or interests, and a display screen that shows information and options about
the products or services they have requested. Other components include a motion sensor
to detect the presence of a customer and trigger audio or visual “invitations” to participate,
a scent emitter to deliver various aromas, a Bluetooth wireless link so customers can
download information to their mobile phones, and an audio system that can deliver
speech or music.
The latest Interactive Panel booth displayed in the seminar.
“This advertising system is aimed at mass-market audiences but enables a personal
shopping experience, one customer at a time,” said Ms. Teresa Fung, General Manager
of JCDecaux Pearl & Dean Hong Kong. In her opening remarks, she said the multi-
dimensional format creates a unique experience for consumers that increases their “top of
mind” brand recall and engages them with the brand on a personal level.
Dr. Sherriff Luk, Director of the Asian Center for Brand Management, Department of
Management & Marketing, Hong Kong Polytechnic University, told the audience that
today’s brand managers must move beyond product-focused mass advertising to create a
“brand experience” for shoppers. Among his key factors for success were personalization,
time, location and interest – all of which are fulfilled by the multi-dimensional format.
At the seminar, held in Hong Kong on 29 January, participants saw how the system could
be used to market cosmetics – just one example of many possibilities. Customers inserted
a smart card to activate the interactive panel. They saw an image of their face on the
screen, then explored options related to makeup or hairstyles and saw the actual results
on the display screen. For example, women could “apply” different types and colours of
cosmetics, such as eye shadow or lip gloss, and see the changes on-screen. When
customers were satisfied with the results, they could download their edited images to their
mobile phones via MMS, Bluetooth or email.
“Advertisers and brand managers are looking for more effective ways to connect with their
customers,” said Mr. Neil Eddleston, Managing Director of JCDecaux Worldlink.
“Interactive advertising that engages customers through multiple dimensions can involve
all the senses and emotions of target audiences, helping to strengthen their relationships
with a product or brand.”
Mr. Philippe Jullien, Operations and Development Director of JCDecaux China. told the
audience that mainland consumers – especially the emerging middle class – were hungry
for information about new products or services, “This multi-dimensional advertising format
allows those shoppers to ask questions or explore options at their own pace and within
their own comfort level,” Jullien noted.
~ End ~
About JCDecaux Pearl & Dean
Established in 1976, JCDecaux Pearl & Dean has been managing the MTR Advertising
Concession since 1979 and the Hong Kong International Airport Advertising Concession
since 1998. Other business operations in Hong Kong include Worldwide House TV Wall,
Airport Express Line, Cross Harbour Tunnel, and Outdoor Billboards etc. With 160
employees in Hong Kong, it’s the leading outdoor advertising agency specialized in
outdoor branding. For more information, please go to http://www.jcdecaux.com.hk/
Key Figures for the Group:
- 2006 revenues: €1,946.4 million
- JCDecaux is listed on the Eurolist of the Euronext Paris stock exchange, and is
part of the Euronext 100 and FTSE4Good indices
- N°1 worldwide in street furniture (318,000 advertising panels)
- N°1 worldwide in airport advertising with 153 airports and more than 300
transport contracts in metros, buses, tramways and trains (207,000 advertising
panels)
- N°1 in Europe for billboards (200,000 advertising panels)
- N°1 in outdoor advertising in China (79,000 advertising panels in 20 different
cities)
- 725,000 advertising panels in 48 countries
- Present in 3,400 cities with over 10,000 inhabitants
- 7,900 employees
For further information, please contact:
Winnie Ser - Senior Marketing Manager,
JCDecaux Pearl & Dean Ltd
22/F Admiralty Centre, Tower 2
18 Harcourt Road, Hong Kong
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Direct Line: +852 2200 9129
Fax: +852 2861 3380
Photo Captions:
Ms Teresa Fung, General Manager of JCDecaux Hong Kong, addressed the advertising
professionals during the seminar opening of the latest advertising direction.
Mr. Neil Eddleston shared with the audience of the global advertising trends and the latest
applications..
One participant experienced the power of this advertising format with the illustrations from
Mr Roid Sin, Marketing Director of JCDecaux Pearl & Dean HK.