Teehan+Lax [1], Toronto, took the award for Best Point-of-Sale Campaign at the recent Digital Out-of-Home Awards presented by MediaPost [2] in New York last week.
Teehan+Lax had developed a campaign for TELUS [3], one of Canada’s largest telecommunications companies and a major mobile carrier.
This campaign for TELUS featured the HTC Diamond smart phone. The objective was to illustrate the smart functionality and full-featured graphic interface.
Digital signage was placed on underground subway platforms of the Toronto Transit Commission system, and pushed realtime, graphically-illustrated weather conditions – via an RSS feed – directly to the panel. As commuters exited the subway train they could see the actual weather conditions at the street-level above. OneStop Media Group [4] handled that signage.
Secondary signage pieces were located (via Neo Advertising [5]) in mall food courts and TELUS retail locations where people would be buying the handset . These were designed as sales tools for the store reps.
“In these instances, we illustrated the handsets visual appeal, with the face-enhanced address/phone book as well as other graphic interfaces,” says Dave Stubbs, partner at Teehan+Lax . “Then we wrapped up the story with a price point message and a call to action: ‘Ask a sales rep for details.’
The Awards honoured digital out-of-home creativity and innovation, so results of the campaign weren’t revealed.