EYE, continues to lead the retail media landscape with strategic advertising executions such as Eye Shop’s custom built Eyelite extensions.
In Australia, advertisers such as 20th Century Fox, Hachette and Nokia have all looked to further extend their advertising campaigns with EYE via creative executions and specially designed and built Eyelites inside shopping centres. See pictures.
The Meet Dave campaign included an interactive component which enabled consumers to navigate through the various components of the movie’s main robot character, Dave.
Hachette’s campaign for the launch of Patricia Cornwell’s latest novel – The Scarpetta Factor used the concept of the book’s packaging to re-create a specially built eyelite which replicated the book enclosed in a plastic forensic bag to drive home the crime theme of the book.
Research shows that advertising campaigns which include special builds have a lasting effect, with 25 per cent of respondents still aware of the execution up to six weeks post campaign period. The integration of special builds can increase the awareness of a static campaign by 38 per cent.1 (Source: 1 Hoop Insights/Eye Shop June-September 2009)
In recognition of EYE’s commitment to innovation they were recently awarded a silver POPAI for the 20th Century Fox campaign, Meet Dave.
EYE, in association with Sony Pictures Releasing unveilled EYE’s first Large Format Lunalite executions on EYE’s iconic Landmark Glebe Island Silos site, promoting the film premiere of 2012. This cutting edge technology was developed specifically for Sony, and gives the illusion of the billboard being on fire.
Kathy Giam, National Advertising Manager, Sony Pictures Releasing said “For the release of our blockbuster film 2012 on November 12, in partnership with EYE we wanted to source high profile sites that allowed us to utilise the Lunalite technology and enhance our creativity to maximise exposure of our film, and we are delighted with the end result.”
