Sony Ericsson in ‘walking display’ sell on Submedia

Media Asia 08-Oct-04, 05:33

Sony Ericsson has become the first client to use Submedia’s ‘walking display’ medium, which allows people to see moving images as they walk past the display.

The rollout marks the first use of walking displays in Asia, and was unveiled for Sony Ericsson's K700i handset. Said Submedia Asia CEO Doug Woodring, "In fact, the images will move in either direction that the viewer moves, creating a unique sense of 'immersion' with the advertisement, as the content is always synchronised with the viewer's eyes." The displays are situated at four UA cinemas, and Sony Ericsson is also running MTR advertising using motion picture tunnel technology. "For Sony Ericsson, we always look for innovative and creative channels -- we found the right solution was a walking display," said Alfred Cheng, MEC group account director.