This has been done before, but blending some augmented reality with a live street scene at a transit stop remains a pretty good trick for the right digital OOH campaign.
In this case, Disney is using a camera pointed down a road in Singapore to create a window beyond a digital transit poster. When people show up, Mickey Mouse and other characters virtually appear in the “window” of the poster.
The campaign was put together by UK-based Grand Visual, which says on its website the creative concept was part of Disney Junior Asia’s integrated campaign last month. Dan Dawson, Grand Visual’s Chief Creative Technology Officer, says: “It is always great to work with Disney, an adventurous brand willing to push the boundaries of technology and storytelling in the digital space. We know from our own research that fun, interactive brand experiences – or ‘Disney Junior Magical Moments’ – create longer lasting and more accessible memories. This compelling augmented reality event has created assets that are gaining momentum online for maximum exposure.”
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.