Agencies: Kinetic and Aviator
The first digital posters that allow consumers to control and manipulate the content have been launched.
The new Sensitive Wall technology has been positioned in airport lounges to target business travellers and is being used to present a behind-the-scenes story of Wimbledon as part of an IBM campaign.
Created by iO, it uses screens featuring new motion-capture technology that allows users to interact with the content on the wall by simply waving their hands over the screen.
A touchless interaction mode enables users to change the content from a foot away, allowing for simpler interaction without the need for wires or keypads.
The content of the 63” plasma screens uses the “What Makes You Special?” strapline with the campaign’s focus on the role that IBM plays in making Wimbledon special. This will be presented as 90-second vignettes, with live scores from the tournament featured as well.
IBM is using its 18-year partnership with Wimbledon to reflect the work it does with companies to solve their business challenges.
This includes examples of IBM’s involvement in helping the tennis club transform from a private members club to a cutting edge global event for the two weeks of the year the championships are played.
The screen media is being supported by TV, print and online activity as well as Cabvision screens in taxis and Heathrow Express Television
Kinetic and Aviator were responsible for the selection of the media space and the project management of the Sensitive Wall activity.
Senior Account Manager at MindShare Outdoor / Kinetic, Ella Wan, said, “We needed to create a campaign that would communicate IBM’s capabilities in solving business challenges through the application of innovation that matters.
“The innovation behind the Sensitive Walls is the ideal format to represent this whilst also enabling consumers to interact and experience the product in a lively and engaging way.”