Growing out of the success of oOh! Edge’s permanent kiosk platforms, oOh! Edge Managing Director Guy Marshall said the new mobile CONNECT Kiosk concept was driven by advertiser demand to deliver an interactive shopper experience close to specific retailers and audiences.
Mr Marshall said: “Previously our CONNECT activations were limited to a designated space close to major supermarkets – ideal for FMCG clients. However we noticed a growing demand from non- FMCG advertisers who wanted to connect with the right foot traffic nearer to the point of purchase.
“Our new CONNECT pop-up kiosks can be placed closer to the various points of purchase and a range of experiential campaigns can be rolled out in all shopping centres nationally as well as other suitable Out Of Home environments such as airports, CBD office towers and universities.”
NIVEA was one of the first brands to use the new pop-up kiosk for the launch of its new Q10 Plus Anti-Wrinkle Replenishing Pearls. NIVEA was able to engage one-on-one with fashion-focused shoppers by locating the pop-up kiosks in fashion precincts at Westfield Bondi Junction and Chadstone Shopping Centre.
“The flexibility of the modular kiosk and its advertising panels enabled these brands to build impact and awareness and tap into the customer journey,” Mr Marshall said.
oOh! recently extended CONNECT to its office tower environment for Birds Eye’s Steam Fresh and is set to showcase Gippsland Dairy Yogurt into oOh!’s Sydney and Melbourne Airport environment.
Mr Marshall said the CONNECT pop-up kiosks give advertisers the choice to be close to stockists or oOh!’s huge EVOKE digital billboards that hang in shopping centre atriums, which adds further impact to shoppers to make an unmissable statement.
“With oOh!’s leading national network of classic and dynamic Out Of Home signage in more environments than ever before, CONNECT can now provide customers with an immersive experience close to relevant retailers” he said.