State-of-the-art motion capture installation is industry-first for airport advertising

To drive brand awareness and recall, and as the centrepiece of a multi-million dollar global campaign, EMC launched a state-of-the art motion capture and projection installation named the Hybrid Cloud Walk.
The activity explicitly publicised the Hybrid Cloud Product and, being a key environment to target data scientists, IT professionals and C-Suite IT decision makers, the activity was launched at Frankfurt Airport; Germany’s largest hub and Europe’s third busiest.
In a media first, PSI partnered with xAd, to use mobile geo-targeting to drive awareness both within the airport and in hotels located in close proximity via banner adverts.
Underlining the brand’s proposition as a leader of big data and cloud computing technologies, the campaign’s bilingual creative execution went beyond the traditional out-of-home formats, demonstrating the brand’s commitment to innovation.
With the installation of multiple motion sensors along the airport corridor, bespoke-built equipment picked up the location of multiple passengers, creating clouds that followed their movements. The creative reacted accordingly with selling points of the Hybrid Cloud product appearing inside the clouds with the likes of ‘simple’, ‘sicher’, ‘secure’ and ‘agile’.
The campaign was collaboratively activated through Frankfurt Media, xAd, Arcstream, Blackjack and 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.”