Projection Advertising – Waterloo Station all lit up…

With a really diverse client list (Barclays, Becks, H&M, X-Factor) -Projection Advertising are doing some extremely creative work in a whole manner of ways. Building projections, interactive walls, interactive displays, speaking walls, interactive floors - it’s a veritable orgy of outdoor messaging.

Here’s their info :

Projection Advertising supplies light projection solutions for retail promotion, advertising, PR and event branding. We work with the latest interactive technologies and the brightest projectors to create engaging, memorable experiences. Our goal for all our clients is to deliver a return on your investment, whether it be a 1 day hire or a permanent installation.

We work with agencies planning and producing outdoor advertising campaigns, public displays and PR stunts for some of the world’s biggest brands.

We manufacture interactive tables for a wide range of applications and with a massive choice of finishes. We hire and install interactive projection systems for trade shows, exhibitions, retail stores, conferences and other venues.

And we also supply custom gobos and entry level projection systems, for both digital and gobo suited applications.

In fact we go further, if you’re looking for any light projection solution Projection Advertising has the experience, technology and enthusiasm to turn your vision into reality.

Now with their new AdTrace technology - complete with all kinds of technical voodoo wizardry, they can map visuals onto any surface and use that as a canvas for creating dynamic visual displays. I don’t live too far from Waterloo, so was disappointed that I couldn’t get to see their AdTrace premier at Waterloo station a few days ago. Check it out :

There’s a lot of interesting applications that can be made with this kind of medium that Projection Advertising are pushing - exhibitions, outdoor events, retail environments, experiential branding exercises..a truly limitless medium in theory. In an age where brands are all jumping into the online space to engage and interact with consumers, it’s very refreshing to see such a dynamic and interactive offline approach.

Old school critics will always slate things like this. But let’s think about some things:

1. Spend a couple of hundred thousand on a one dimensional print/poster campaign with traditional media planning
2. Get seen by a lot of people…
3. …but get forgotten by a lot of people

or

1. Spend thousands on an engaging, entertaining and INTERACTIVE campaign in places where people aren’t used to seeing communications
2. Get seen by hardly any one….
3. ..but create lasting, memorable engagement with your customers.
4. oh..
5. And chuck in the turbo charged WOM the digital age has kindly provided us.

Here’s their 2009 reel, showcasing some of their key technologies used.

Reach for the lasers. Safe as print.