Zoom Media is Third Time Toronto AdClub SHOWDOWN Winner
Gail Chiasson, North American Editor
While we don’t usually cover awards other than DailyDOOH’s own ‘Reggies’ (the Oscars of the digital out-of-home world, coming again on Dec. 4 in London) and Ocean Outdoor’s Art of Outdoor Awards, we just couldn’t resist this one….
Zoom Media, Montreal, with agency partners Cossette and TAXI, took home the award in the ‘small format/digital’ category for its work on the ‘TELUS Interactive Urinal Game’ at the AdClub of Toronto’s annual Showdown.
The campaign was also nominated for ‘Showdown Champion’ at AdClub’s event on October 9..
This innovative campaign, featuring TELUS branded content, consisted of a gaming system with a high-definition digital screen fitted at eye level above the urinals. Using patented technology, the unit flipped into gaming mode to detect the user’s presence as well as the direction of his stream!
A laser beam would detect the player’s movement, allowing him to control the ball by aiming his stream left or right. Participants would shoot a soccer ball in the net, with the objective of getting it past the TELUS Panda goalie. Points and high scores were displayed at the end of TELUS’ interactive game.
“In the spirit of putting the customer first, TELUS is always trying to find new and exciting ways to connect with customers and enhance their experiences,” says Tim Beach, associate media director, Cossette Media. “This unique execution did exactly that.”
“This concept provided an unexpected approach to interactive marketing that creatively engaged consumers,” says Chris Corvetti, director of sales and media integration at Zoom Media. “Turning urinals into gaming consoles was an effective approach in reaching a highly targeted audience during the 2014 World Cup.”
Our readers may have noticed that Zoom Media’s chairman and CEO, François de Gaspé Beaubien, has been named in DailyDOOH’s 10 ‘Best of 2014’ for François de Gaspé Beaubien Rebuilds the World’s Largest Fitness Network.
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