PC World

Objective
To promote PC World's new store opening at Brentford.

Target
We targeted major footfall areas, primarily in Brentford, Wimbledon, Kew Bridge, Heston and Southall. We maintained a number of static locations at busy interchanges and on major arterial routes, including the Great West Road. In addition we focussed on targeting people heading to competing retailers, by adopting static positions near the entrance to local retail parks.

Content / Copy
Media Displays Creative Team produced the creative treatment, by animating key promotional messages in to a static image, of the “new” PC World Store. With wider aisles, 500 more products, and up to £100 off various product lines, we created dynamic and engaging copy, aimed at gaining attention in “short dwell time” locations. This ensured that the key messages were re-enforced / presented at short intervals to gain a greater awareness of the New Store offers.

Results
As the images show, deploying a digi-van provided the ability to gain tremendous coverage in heavy foot fall areas, including 4 major London Boroughs. In addition, this event coincided with the Wimbledon Tennis Championship, which resulted in higher levels of vehicle traffic moving in and around the vicinity of the store. Based on the simplicity of the messages and the strong Brand Values PC World enjoy, the key message was “we’re open for business with a new and exciting store”. Gauging from the level of people looking at the ad as we operated both mobile and at static locations and the volumes of people visiting the store we were confident that this well orchestrated campaign achieved great results.

Sky - At The Races channel

Objective
To raise awareness of Sky’s “At The Races” TV Channel, to a highly targeted group of people.

Target
Operating within a VIP car park, next to a main entrance at Royal Ascot Racecourse, with the screen elevated, people arriving could view live commentary and racing. As people departed and as VIP’s queued in cars to leave the racecourse, the screen continued to provide live coverage of the event.

Content / Copy
Media Displays, using wireless broadband, connected directly to “At The Races” web site, streaming live content straight on to the vehicles LED screen. Pre-racing interviews, real time racing and post-racing updates were broadcasted.

Results
This solution presented Sky’s racing channel, with the opportunity to retain it’s brand values by showing in real time, relevant “Royal Ascot” content to a highly targeted market. This innovative solution was the first time Sky streamed live content, via broadband directly to a 6 metre screen, on a vehicle.

 “Thanks for the pictures and for the work on the campaign at Ascot. The digital van went down well”.
James Singer, Head of Marketing, At The Races.

Police - Operation Impact

Objective
To actively promote Neighbourhood Policing, demonstrate the operational benefits in tackling crime, whilst providing public reassurance and building confidence within the local communities.

Target
The Digi-vans were deployed to target the general public in North, West and South Yorkshire as well as Humberside, during a 30 day campaign. The key messages highlighted the strong relationship between Localised Policing Strategies, the deployment of more officers on the ground and a major onslaught on all aspects of crime throughout the 30 day campaign. The Digi-vans acted as the conduit between the Police and the General Public, in raising awareness and getting messages to “hard to reach” segments of the market.

Content / Copy
Using the Digi-vans, content/copy was tailored to both local and general issues. During the campaign, Shannon Matthews was allegedly abducted, within minutes the Digi-vans were re-deployed to various target areas, to assist with gathering vital information, by showing images, descriptions of clothing and the Police hotline number. Operating in streets and at major road junctions, the Police could deploy the Digi-vans in to locations, where there was significant interest.

Operation Impact was unique, with copy/content changes virtually every day and some days, dependent on the location, copy could be changed 4-5 times per day.

Results
Operation Impact resulted in 2 primary objectives, firstly good communications and reassurance with the General Public and quantifiable Policing results, these were highlighted by the 4 Police Forces, West Yorkshire Police announced:

More than £1m in drugs, stolen goods and assets and 117 weapons have been recovered in the first ten days of Operation Maximum Impact. In the first 10 days there were more than 6,000 arrests during the four force initiative, which involves West Yorkshire, South Yorkshire, North Yorkshire and Humberside Police and runs throughout February.

British Heart Foundation - “Watch Your Heart Attack in 2 minutes”

From inception to delivery, digi-vans were deployed in London within 14 hours; to promote the British Heart Foundation’s Campaign.

Media Displays received at call at 1745 hrs Thursday, with a request to deploy a TV vehicle by 8am the next day in London. Copy (TV ad) was loaded on to our ftp site, down loaded on route from Leeds to London, by the Technician with the digi-van, the itinerary was prepared in consultation between the Client, their Agency and Media Displays, with high profile targets areas and heavy footfall London Boroughs included.

Henry Lucas, Posterscope said “this was a 1st class service, within 2 hours everything was signed off and ready to go, wish all campaigns ran this smooth!”