Motion Capture Installation Combines Mobile and OOH

Tim Maytom

EMC2 Werbeflächen / Media Frankfurt Media, Flughafen FrankfurtGlobal location marketplace xAd and OOH agency Posterscope have partnered to promote EMC's Hybrid Cloud solution, using geo-location to drive audiences towards a unique installation in Frankfurt's airport.

The Hybrid Cloud Walk, created by Posterscope's international division PSI, uses state-of-the-art motion capture and projection technology to create animated clouds that follow the movement of passers-by.

To drive awareness both within the airport, which is Germany's largest hub and the third busiest airport in Europe, and in hotels nearby, xAd has delivered a geo-targeted mobile campaigh using banner adverts to promote the installation and the cloud solution.

"We always aim to engage and showcase customers in our marketing," said Todd Forsythe, senior vice president of corporate marketing at EMC. "The Hybrid Cloud Walk is a great example of this engagement. We're thrilled to offer our audience a unique interactive experience while travelling."

The installation and geo-targeted ads are expected to reach 3.2m people over the course of the campaign, and also form part of a larger multi-million dollar global campaign promoting the cloud solution around the world.

"Mobile has the ability to extend a unique brand experience for an individual beyond their handset and connect with their physical surrounds, bridging the gap between online and offline," said Theo Theodorou, head of EMEA for xAd. "For OOH, this presents a massive opportunity to create campaigns that reach relevant target audiences at the righ time, right place and in the right context."