Castrol bankrolling digital signage network for Canadian service partners

November 16, 2010 by Dave Haynes

ScreenScape Networks has done a deal with the marketing company that handles Castrol‘s business in Canada that will see a digital signage solution put into auto service centres and retailers.

Wakefield Canada does the sales, marketing and distribution of Castrol consumer and commercial lubricants in Canada, and with its client sees digital signage  as a powerful tool for location-based marketing that will hopefully drive more sales.

The deployment, already underway, will initially run out to some 200 sites and could top out at 1,000 over the next couple of years.

Programming to the screens will be a mix of the venue’s own locally-authored content and some Wakefield-sponsored content that would run across the network.

Castrol foots the bill for the solution as part of an overall supply agreement with the consumer or commercial service centre.

A nice deal for the PEI-based company. I like solutions that are built around a business arrangement, and intended to drive sales instead of hoping for ad revenues.

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