Coca- Cola created this street-marketing campaign with a twist around its global Love it Light theme at the Quatre Temps shopping centre here in Paris/La Defense during the recent ‘sales period’.
“Still on the phone?” asks the girl on the screen when someone on the phone comes by. ”Nice hat” is the compliment the man with the hat receives “from the advert”. “Are you are a model or what?” and “You two are definitely fashion- victims” are just some of the comments.
The ‘screen’ seems to have caught people’s attention and shows what interactive digital signage could be like and how it can work.
The screen is given a personal voice that addresses individual consumers who, feeling in the spot light, react to its message. This two way communication between the brand and its audience has been a central topic in the industry in an effort to give customers the feeling that they are not being talked at BUT engaged in the conversation and even involved in the making of the advert itself.
Coca Cola’s Love it Light street-marketing operation is trying to engage the consumer in the same way that Twitter feeds in digital signage applications do and digital media platforms like Screach are trying to enable digital signage users to achieve.