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