oOh!media Turns To @NanoLumens For An ‘Unmissable’ Display In Major Australian Shopping Centre
Gail Chiasson, North American Editor
oOh!media Limited is a major Australian out-of-home media company which prides itself on creating ‘unmissable’ media solutions that can’t be switched off, blocked, muted or skipped.
So when this cutting-edge digital media company had the opportunity to design a show-stopping advertising solution for Mirvac’s Broadway Sydney, Australia’s most productive shopping centre located in Sydney, it turned to Atlanta-based NanoLumens.
“Broadway shoppers are key marketing targets for oOh! clients,” says Blair Hamilford, commercial director at oOh!media. “Being able to activate this high value location with such a high quality, high resolution NanoLumens display has been important in growing our large format retail digital network nationally.”
Stephen Rubie, director of Digital Place Solutions, NanoLumens’ representative in the region, says, “Broadway Sydney is located on the fringe of the Sydney central business district and services the growing catchment of Sydney’s inner city and inner west, with over 27,000 workers in a 1km radius. The centre is anchored by Coles, Kmart, Target, Hoyts, Aldi and Apple Store and includes more than 140 specialty stores. Broadway Sydney was ranked ‘Number 1’ in Shopping Centre Council of Australia’s ‘Big Guns’ Awards for annual turnover per square metre, four years in a row.”
When it came time to design an LED display for this marquis installation, Rubie said that an ordinary display wouldn’t live up to oOh!’s commitment to provide advertisers with an ‘unmissable’ out-of-home media platform.
“Because of NanoLumens’ lightweight technology, we were able to use unused internal airspace within the central atrium of the shopping center without incurring any additional structural costs,” says Rubie. “We were able to suspend a massive double-sided LED display within the atrium area that is surrounded by three levels of escalators. The net result is that advertising digital content is seen by virtually everyone who comes into the Broadway Sydney.”
The installation is comprised of a double-sided 4.5MM pixel pitch NanoSlim banner that measures 2.44m wide x 4.42m high (a resolution of 512 pixels wide x 928 pixels high) and weighs only 573kg.
“We simply couldn’t have achieved the desired result with any other solution from any other manufacturer,” said Rubie. “The aesthetically pleasing slim form factor and the high resolution specification of the NanoLumens display is already impressing those in the advertising and retail community that have seen it.”
For NanoLumens, the Broadway installation is their first heavily trafficked retail location in Sydney.
“With our Australia partner, Digital Place Solutions, this is the first NanoLumens display in a high visibility location in Sydney,” says Almir DeCarvalho, NanoLumens vice-president of strategic accounts. “This installation also represents an important milestone that demonstrates to prospective properties that display quality and product performance are essential to the achievement their future sales and marketing goals. The Broadway Shopping Center raises the bar of excellence for everyone in retail.”
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