Tell us about the Opportunity / What is it?
BrandPlay (now a RamVision company) have installed interactive Sensitive Floor projection systems in 12 leading UK shopping malls including Lakeside, MetroCentre, Westfield Derby, Merry Hill and Oracle. The projection area of 3m by 2m is the largest digital format in most malls, positioned in high visibility/footfall areas. Sensitive Floor encourages the audience to engage with advertising content. Over 40,000 people per centre per day view the display and 2500 per centre per day stopping to play for more than 7 seconds for a typical campaign.
How does it work?
Sensitive Floor is an exciting new media that uses motion detection and video projection technology to deliver an interactive experience that is fun engaging and memorable. BrandPlay can easily adapt existing TV, web, or print creative to become 'interactive' using our extensive library of template and transition effects. We can also transform existing static images into highly interactive content spots with multiple layers of movement. For more complex client briefs, we can create bespoke effects and games. There are no limits to the creativity.
Who's used it in the past?
Previous clients include Disney, Xbox, Nickelodeon, BHS, McDonalds, and Sandals, West Ham United, Derby County, See case studies attached.
Features / Benefits
BrandPlay offers the most cost effective method of purchasing digital advertising or experiential space in the UK's leading shopping centres and engaging a huge monthly audience who are in a relaxed, receptive, buying mindset. BrandPlay's reporting system also provides a detailed engagement and interaction report which accurately measures ROI. Sensitive Floor's close proximity to POS allows high end retail and brands to be front of mind when consumers are looking to purchase. Interactive content invites the audience to engage with the campaign, greatly improving recall.