Asia-Pacific Broadcasting (APB) December 2017 Volume 34, Issue 10 | Page 24

24 December 2017 PHOTO CREDIT: ISTOCK BY GETTY IMAGES PCCW Global unveils Online Cloud Connect PCCW Global has launched the Online Cloud Connect service that provides connectivity to Microsoft Azure. The network-as-a-service product is designed to leverage the capabilities of PCCW Gloval’s software defined network (SDN) while extending the MPLS (multi-protocol label switching) network service to both Microsoft Azure and Microsoft Office 365. The Online Cloud Connect service is extending its online ordering and automatic provisioning capabilities to include other public cloud service providers. SportsFix launches with Accedo One SportsFix, a sports content provider owned by SF Media Holdings, a subsidiary of Total Sports Asia (TSA), has unveiled its OTT sports live streaming service in ASEAN. Launched using Accedo One Insight to analyse usage and engagement metrics, SportsFix offers both live and VoD content which users can access via mobile and mobile Web. Carl Kirchhoff (left, with Marcus Luer of TSA), CEO of SportsFix, said: “Accedo’s platform and excellent team helped us launch in record time ... and will allow us to roll out localised services in ASEAN by 2018.” Next Month @ X-Platform TV Everywhere PANELLISTS Chong Siew Loong CTO StarHub Michael Cronk Chairman, Alliance for IP Media Solutions (AIMS) Peter Bithos CEO, HOOQ Bright lights, billboards and multiple digital displays can be seen almost everywhere at New York City’s Times Square. Dubbed the crossroads of the world, Times Square is a major commercial intersection, tourist destination, entertainment centre and neighbourhood in the Midtown Manhantten section of New York City at the junction of Broadway and Seventh Avenue. The infinite use of digital signage In places such as corporate organisations, airports, sports venues and even along roadsides, digital signage provides accurate and informative messages to targeted audiences. Josephine Tan elaborates on how these electronic displays can be used to deliver customised live sports action beyond sports broadcasting, or as an advertising and marketing method in reaching out to the general public. A wareness, consciousness and recognition are some of the key elements that can attribute to the success of a marketing campaign. Due to the advancements technologies has brought forth, companies are now able to obtain and utilise metadata to better strategise and market their products and services. By leveraging data analytics and digital technologies, these companies will be able to deliver personalised messages and product offerings directly to their targeted audiences. However, in reaching out to mass audiences, the approach of using digital signage is one effective communication medium to empower companies to build their brand awareness and convey the brand’s message. Using these electronic displays as an advertising tool, companies not only reach out to its niche targeted audiences, but also to the general public. For instance, Burger King Singapore, a fast-food hamburger chain, has collabo- rated with Mediacorp OOH Media, the outdoor advertising arm of Singapore ter- restrial broadcaster Mediacorp, to launch a marketing campaign promoting Burger King Stackers. The concept of Burger King Stack- ers is to fulfil consumers’ dream of stacking a burger as high as they wish by adding extra patties or cheese. By keeping the cost of patties to a mini- mum, Burger King Singapore aims to provide food lovers with the opportu- nity to create a burger they have always desired for. As part of Burger King Singapore’s BK Stackers campaign, one of OOH Media’s six-sheet creative panel was redesigned to feature a towering stack of patties within a burger. By incorporating a built-in game, the panel is intended to encourage engagement from commuters. The column of lights on the left of the panel will light up in series from bottom up and vice versa. The aim of the game is for commuters to hit the button when the light reaches the top of the light bar. Upon each successful try, the win- ner will be awarded with a voucher that will be dispensed from the panel. The voucher consists of free additional patties and slices of cheese upon any purchase of a BK Stacker, which serves to drive commuters to Burger King outlets. Kym Lee, marketing manager, Burger King Singapore, says: “Out- of-home engagement is vital in this campaign due to the Instagram-able, engaging and fun nature of the stack- ers. The line-by-line installation plays with hitting the target at the top of the burger, driving sublime desire for height.” The campaign took place through- out last month, with the panel located at Midpoint Orchard, reaching out to the masses along Orchard Road, which is one of Singapore’s busiest shopping districts. Besides, the panel was also situated near to the outlets to create path-to-purchase, thus urging top-of- mind recall for the brand. Henry Goh, head of OOH Media, adds: “Fun interactive executions such as this demonstrates to advertisers the flexibility of outdoor media, and its