Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Taking fashion to the streets – electronically


April 11, 2006

Taking fashion to the streets – electronically

Auckland’s fashionable Two Double Seven Shopping Centre is using the electronic version of the time-honoured sandwich board to promote its retailers’ 2006 winter fashion offers.

Friday night revellers in Auckland’s trendy bars and restaurants in Ponsonby and the Viaduct Harbour have been treated to the sight amongst them of fashionably-dressed models wearing video screens perched above their heads.

It’s a brand new advertising medium for New Zealand called Pixman and the Westfield managed shopping centre is the first local advertiser to bring it to consumers.

And while you could be excused for thinking advertisers are spoiled for choice, marketers are revelling in a new medium that combines the advantages of human contact with modern electronic communication.

North American advertisers have had Pixman for several years now. They love the way the nomadic medium combines a range of compelling elements that marketers worship – sight, sound, colour, movement, personal contact and product sampling.

Called nomadic because of its extreme portability, Pixman is a ‘go anywhere’ advertising medium featuring wireless, internet-capable video units.

Two Double Seven marketing manager Marina Berber loves its portability.

“When we were planning our winter campaign we were looking for something really different. Using Pixman we can take our messages right in to the heart of consumerville,” Ms Berber says.

“It really is a modern take on one of the oldest forms of advertising. With Pixman you can take your electronic message where billboards could never go such as pedestrian precincts and into areas where your target audiences are,” Ms Berber says.

“There are big advantages of course – you are using models who can interact with consumers and the pictures are moving and colourful and you can add sound to attract attention. We think it’s a great ambient advertising medium.”

The Pixman medium is just one part of a winter promotion campaign by Two Double Seven in support of new season ranges being offered by its retailers.

“The old reliable colour brochure doesn’t get the cut through we need,” Ms Berber says, “ so we set about designing a campaign that was different, innovative and highly visible.”

The centre commissioned a 60-second movie for its website at www.twodoubleseven.co.nz and use on the Pixmans. It emailed the web-site link to the 13,000 opt-in customers on its database as well as putting it on a 40,000 postcard drop.

Other elements of the campaign include conventional posters, billboards, adshels and newspaper and magazine advertising.

Customers are drawn to the web-site by a watch-and-win competition with a $2,000 wardrobe as a prize. Those who visit the centre and purchase any item worth more than $10 can enter the draw for a $10,000 Two Double Seven shopping spree.

ENDS

© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 

Media Mega Merger: StuffMe Hearing Argues Over Moveable Feast

New Zealand's two largest news publishers are appealing against the Commerce Commission's rejection of the proposal to merge their operations. More>>

Elsewhere:


Approval: Northern Corridor Decision Released

The approval gives the green light to construction of the last link of Auckland’s Western Ring Route, providing an alternative route from South Auckland to the North Shore. More>>

ALSO:


Crown Accounts: $4.1 Billion Surplus

The New Zealand Government has achieved its third fiscal surplus in a row with the Crown accounts for the year ended 30 June 2017 showing an OBEGAL surplus of $4.1 billion, $2.2 billion stronger than last year, Finance Minister Steven Joyce says. More>>

ALSO:

Mycoplasma Bovis: One New Property Tests Positive

The newly identified property... was already under a Restricted Place notice under the Biosecurity Act. More>>

Accounting Scandal: Suspension Of Fuji Xerox From All-Of-Government Contract

General Manager of New Zealand Government Procurement John Ivil says, “FXNZ has been formally suspended from the Print Technology and Associated Services (PTAS) contract and terminated from the Office Supplies contract.” More>>