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New state-of-the-art motion capture installation is industry-first for airport advertising campaign

  • EMC launches state-of-the-art motion capture and projection installation in Frankfurt Airport to promote its Hybrid Cloud product
  • Activity marks first-of-its-kind OOH and mobile integration for an airport campaign using mobile geo-targeting to drive awareness within the airport and local hotels
  • The installation will reach 3.2 million people and help EMC reach its key target audience of data scientists, IT professionals and C-Suite IT decision makers

EMC Corporation has launched an industry-first integrated mobile and out-of-home (OOH) campaign, exclusively in Frankfurt airport. For the first time, mobile geo-targeting technologies are being used to drive consumers to a state-of-the-art motion capture and projection installation in the airport.

Named the Hybrid Cloud Walk, the installation forms the centrepiece of a multi-million dollar global campaign to promote EMC’s Hybrid Cloud solution. The installation goes beyond the traditional OOH formats to demonstrate the brand’s commitment to innovation and underline its proposition as a leader of hybrid cloud technologies.

Using multiple motion sensors along the airport corridor, bespoke-built equipment picks up the location of multiple passengers, creating animated clouds that follow their movement via a projection on the surrounding environment.

The installation at Frankfurt – Germany’s largest hub and Europe’s third busiest airport – will enable EMC to reach its key target audience of data scientists, IT professionals and C-Suite IT decision makers, and is expected to reach 3.2 million people.

In addition to the installation the activity makes a first-of-its-kind OOH and mobile integration for an airport campaign. A partnership between OOH agency Posterscope’s international division PSI and mobile advertising company xAd enables EMC to use mobile geo-targeting to drive awareness both within the airport and in hotels located in close proximity via banner adverts on their mobiles – a first for the airport environment.

The campaign was collaboratively activated through Frankfurt Media, xAd, Arcstream, Blackjack and Posterscope’s international division PSI.

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 cloud computing industry, so it’s only fitting that the centrepiece 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 maximise the impact of OOH activity in airports.”

Simone Schwab, managing director of Media Frankfurt: “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.”

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

Ian Priestman, head of experiential at Blackjack Promotions: “This project showed how a brand can create a  memorable interaction by adding the latest technology to an OOH format. We produced a bespoke software package and installation mechanic to recreate EMC’s hybrid cloud assets, tracking each passenger as they passed through the media site.”