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News I Digital Signage

Westfield Stratford hangs 'largest LCD video wall in Europe'


cala, a supplier of digital signage solutions, has

installed more than 350 digital signage screens at Westfield Stratford Citry, the UK’s third-largest shopping centre. The installation was carried out by Scala-partner Esprit Digital and includes twelve double-sided wafers, four inside and six out, four wall- mounted 55-inch digital posters, 10 12-screen bulkhead video walls above each of the main concourses, a five-by- five screen array in the shopping centre’s cinema complex and two 27-screen walls. The deployment’s centerpiece is a 5-ton, 102-screen double-sided video wall which Scala claims is the largest LCD video wall in Europe and possibly the world. All the Westfield Stratford City screens,

predominantly Samsung product are used to display in-house interactive marketing messages and mall and store information, as well as information about events, exhibitions, dining and store and centre offers.

Commenting on the installation the

centre’s general manager, Myf Ryan said, "The ongoing inclusion of digital signage is now seen as a fundamental component of shopping centre operations, and is vital in

enhancing the shopper's customer experience by educating them on product offerings, brand awareness and reinforcing a positive shopping experience at the mall."

Microsoft uses touch screens to support Windows phone campaign


icrosoft is running what is said to be the UK’s largest interactive digital out-of- home campaign to promote its recently launched Windows Phone 8 employing the technique of inviting consumers to submit user-generated content -

personalised configurations of their Start screens by those who already have the phones - using interactive touchscreens in shopping centres and cinemas across the UK

The content created will then form the basis for a national campaign across almost 450 digital out-of- home displays in locations including malls, cinemas, the London Underground, and overground railway stations with JCDecaux’s Transvision and D6 screens. Ads will be refreshed with consumers’ latest Start screens every half hour for two weeks, illustrating the range of features that are available to users on their phones.

Images of the ads will be also placed on the Windows Phone UK Facebook page,

where consumers will be encouraged to tag “their” ad and share it with friends. “With this innovation, we are enabling consumers to get involved in our campaign, become ‘famous’ and see first-hand how Windows Phone is unique to each one of us. The result is slick, easy to use and fun to interact with, just like Windows Phone,” said Diane Perlman, Microsoft’s UK marketing communications lead for the product. Commenting Neil Morris, founder of Grand Visual, which produced the ad and is using its OpenLoop system to serve it to screens said that this was digital out-of-home at its most innovative. “The activity combines interactivity, personalisation, fun and fame across a huge national campaign while being geo-targeted, dynamic and generating user-centric content for social media. It’s a massively complex project but demonstrates truly ambitious use of the medium.”

Components in Electronics

December 2012/January 2013 11

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