Russ Curry, Ministry of New Media
POPAI D-A-CH, the German, Swiss, Austrian chapter of the global association for marketing at retail, iniated the POPAI Digital Awards at the Digital Signage Expo in Essen last week, in order to showcase good examples for digital signage solutions and to highlight innovation and development .
The finalists of 6 categories presented their project entries life at the Digital Signage Award area at the show from May 5th – 7th of 2009. Visitors could gain an excellent overview of different excellent digital complete solutions. Martin Eckardt, head of Trade and Shopper Marketing with Kraft Foods, comments his visit: “To me, the POPAI award area was one of the most interesting parts of the show. Here I could see a variety of excellent complete digital signage and interactive solutions, that give the non expert an excellent impression of what can be accomplished at the POP.”
Jury Captain Bernhard Baer, Digitale Media at POP, is very pleased with the result of the awards: “From the multitude of entries we received, we identified 16 exciting projects as finalists. These were judged by 15 expert jury members and often the decision was very close. The public voting system – used for the first time ever in a German award at a trade show – with over 300 visitors’ voices tipped the scale in more than one case.”
The winners were announced at the fair party in the evening of May 6th:
- 1. Content & Creativity: Opel Insignia/I-CLD, MRM GmbH
Jury statement: „An especially creative solution, where attractive content is paired in the most optimal way with interactive benefit for the user.”
- 2. Technology & Sustainability: Interactive City Light Display, Deutsche Telekom AG
Jury statement: „ This solution solves a problem for the industry – the countability of customer contact or reach; including customer profiling and matching of the content to the individual viewer.”
- 3. Research: GFK Study McDonalds Instore TV, TripleDoubleU GmbH
Jury statement: „This project was chosen, since it is a very broad and before all published study, that researches and proves the advertising impact of digital signage.”
- 4. Best Digital Signage Solution: Digital Media at Audi Showroom, SEEN MEDIA GmbH
Jury statement: „This project was chosen as a worthy winner, since it defines a clear goal setting, demonstrates consistent deployment and tracks target achievement. The quality of the project is documented also through the fact that it is in international rollout to more than 1000 outlets.”
- 5. Best Interactive Solution: Interactive content on Digital Displays, Vis-à-pix GmbH
Jury statement: „An extremely creative solution in a technical context, which convinces through a very new „passive” interactivity.”
- 6. Best Integrated Solution: My POS-Touch to Create, Patrick Wörner Konzepte
Jury statement: „My POS is the winner because it demonstrates cross-media integration of different elements and escorts the customer from the POP to home to the screen of the computer.“
- 7. Special innovation award in the category Best Digital Solution:
Court Room Management, MediaCluster
Jury statement: „The jury found this project to be praise worthy for its pragmatic benefit in the process support in offices not exactly known for the usage of innovation.”
List of the winners, Jury members and the project descriptions can be found on the website http://www.popaidigitalawards.de.
This initiative for more attention to digital signage was supported by 42media group GmbH, TripleDoubleU GmbH, Mood Media GmbH and Visual Food GmbH – screenfood® Software und Multimedia Solutions.
POPAI D-A-CH Digital is a community of 34 companies in the German-speaking non profit organisation POPAI „Point of Purchase Advertising International”.
POPAI provides the industry with research, education and resources. The organization also facilitates an international dialogue and information exchange between its worldwide members. POPAI is developing an industry-wide system to assure the integration of Marketing at-Retail into the media mix during the initial planning stages. POPAI is also leading the industry in the area of digital signage and supporting media networks — technology that has already opened up the market to hundreds of new creative ideas that promise to further stimulate growth. POPAI was founded in 1936 and has offices in over 19 countries.