GMC

- United States, 2016 -

Posterscope USA, a leading Digital Out-of-Home communications specialist wanted to come up with a brand new type of experiential campaign for their customer GMC. The campaign would care for the multitude of combinations of audience profile, number, mood and behavior and would be delivered fully automatically – thus ensuring easy replicability.

Engage M1 (a joint company between Leo Burnett Detroit and DigitasLBI Detroit) came up with 30 fun video sequences that then were assembled into 200+ different interactive scenarios, depending on the circumstances – with the goal to drive visitors to the GMC showroom within the mall. The first round was carried over in Santa Monica mall, across 9 screens operated by Eye Corp Media, during 8 weeks.

benefits

  • VidiStudio was used to generate and test the complete interactive scenarios (more than 200 variations) in less than 2 weeks
  • The delivery of the campaign as a (big) HTML zip file made it possible to run the campaign within the existing CMS (Ayuda)
“By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies”
Jeff Tan, Head of strategy at Posterscope USA
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