Global IT as a Service (ITaaS) developer EMC Corporation has launched a new interactive out-of-home (OOH) advertising campaign at Frankfurt Airport in Germany.
The installation features two large screens on either side of the airport corridor, along with a third screen on the central pillar. Projectors and motion-capture technology track passengers passing through the walkway and create animated clouds that follow their movements. Named the Hybrid Cloud Walk, the installation forms the centerpiece of a multi-million dollar global campaign to promote EMC’s Hybrid Cloud solution.
The installation will reach 3.2 million people and will help EMC reach its key target audience of data scientists, IT professionals and C-Suite IT decision makers. The project was created in conjunction with OOH communication agency PSI, a subsidiary of Posterscope, and advertising and interactive media agencies Media Frankfurt, xAd, Arcstream and Blackjack Promotions.
Todd Forsythe, senior vice president of corporate marketing at EMC, said, “We always aim to engage and showcase customers in our marketing. The Hybrid Cloud Walk is a great example of this engagement. We’re thrilled to offer our audience a unique interactive experience while traveling.”
Robin Hall, managing director of PSI, said, “EMC is a company that is committed to breaking new ground in the cloud computing industry, so it’s only fitting that the centerpiece of the company’s global OOH campaign for its new Hybrid Cloud product should do the same. This campaign has innovation at its core, demonstrating the flexibility of the OOH medium within the airport environment, but also, through our partnership with xAd, pioneering the use of mobile geo-targeting technology in airports as part of OOH activity. Given the scale of this campaign’s innovation, we’re sure that other brands will soon follow EMC’s example, and begin to use mobile technology to maximize the impact of OOH activity in airports.”
Simone Schwab, managing director of Media Frankfurt, said, “We are delighted that EMC has chosen Frankfurt Airport for its exceptional advertising promotion. The innovative advertising concept, combined with the motion sensors, is particularly appropriate for the world’s leading IT company and underlines their technical inventiveness. The new Hybrid Cloud product will thus be brought into focus in an unexpected and vivid manner.”