Oslo, Norway — Leading interactive technology provider never.no announced it recently joined forces with systems integrator Comtech Experience A/S to power an edgy and innovative guerilla advertising campaign promoting Diesel clothing in Denmark. Part of Diesel’s current international branding push, the 14-day spring campaign used never.no interactive technology with Facebook and digital-out-of-home (DOOH) displays to enable anyone with a mobile phone to “Be Stupid” before a wide audience.
“Diesel took advantage of the multiplatform nature of the publishing experience to blaze a trail in showing how mobile interactive technology makes digital signage alive, relevant, and truly eye-catching,” said Karsten Solaas, Comtech’s managing director. “The technical execution was perfect, and Diesel has been so delighted with the campaign’s success that they continue to showcase it.”
never.no’s Interactivity Suite powers communication between mobile phones and video displays. For the “Be Stupid” campaign, it worked in the background to enable mobile phone users to send photo messages to a short code number for inclusion in a constantly changing mosaic on Facebook, on 8×6-meter projections on buildings in downtown Copenhagen, and on digital signs in Diesel stores in Copenhagen and Aarhus. Because of never.no’s powerful software, the mobile messages could be uploaded and displayed within 12 seconds or less. The images were then stored on Facebook for tagging or viral sharing by other means.
Working closely with Diesel and never.no, Comtech Experience A/S pulled the campaign together with only two weeks lead time. Challenges included Facebook’s restriction of uploads to 10 at once, so that Comtech had to provide continual real-time message moderation.
The never.no Interactivity Suite enables audience participation by modifying the video stream based on live content submissions, either by mobile phone or by computer. In the realm of digital signage, never.no technology allows advertisers to target consumers with individualized offers and to glean detailed marketing information at the same time. For example, it might enable an advertiser to deliver a barcode for a limited-time discount to a mobile phone at the point of sale, or to engage consumers with games and contests.
“Cutting-edge advertisers like Diesel are becoming increasingly excited about the potential of mobile phone interactivity in combination with DOOH,” said Lars Lauritzsen, never.no CEO. “Like us, they recognize the multiple benefits, including buzz and instant customer feedback that interactive participation generates. A successful, high-profile campaign like Diesel’s in Denmark is an ideal demonstration of the technology’s effectiveness.”
More information about never.no products is available at www.never.no or by phone at +47 22 01 66 20.
About Comtech Experience A/S?
Comtech was established in 1991 and is a leading provider in Denmark of A/V facilities for conferences and exhibitions. The company, which was responsible for the United Nations climate change conference COP15 in Copenhagen and currently the total light, stage, and AV supplier for the biggest European Festival, is extending the use of A/V as interactive communication tools to the retail sector, revitalizing in-store POS screens and shop-window communication. More information about Comtech Experience is available at www.comtech.dk. ??
About never.no ?
never.no’s award-winning interactive technology connects broadcasters, brands, outdoor media owners, and digital screen networks with online and mobile consumers. By dynamically modifying playout, schedules, and graphics based on viewer-generated or other internal and external inputs, the Interactivity Suite is ideal for the converging digital media market. The versatile never.no product suite works with traditional TV, Web TV, IPTV, digital signage, and mobile platforms. never.no technology powers a variety of high-profile interactive formats, including entire TV channels. In operation since 1999, never.no has data centers in Oslo, Norway; Los Angeles; and Dubai; and a global customer base including top brands such as Active Loop Television, Aspiro, CTVGlobeMedia, Etisalat, Music Choice, MyThum Interactive, Rubicon TV, TV Norge, TV2, and Viasat. More information about never.no products is available at www.never.no. ??All trademarks appearing herein are the property of their respective owners.