Ad-Roller wraps first escalator handrail for K-Mart
A new company called Ad-Roller has done its first execution wrapping the handrail of an escalator in a Richmond shopping centre for K-Mart.
The release:
Kmart has trialed a new marketing initiative, steering customers away from competitors and executing an advanced OOH Media concept, created by Ad-Roller. The newly launched technology allows advertisers to create campaigns on escalator hand rails in over 130 shopping centres around the country. This new concept has been created to reach a greater audience and encourage customers to visit the Kmart store.
Kmart Local Marketing Specialist, Michael Garlick said Kmart is an advocate for being innovative and finding creative ways to better connect with customers.
“Very few retailers have adopted this new innovation so we’re excited to take part and communicate in new ways,” Michael said.
Armin Kuhestani, Director of ad-roller said being able to put adverting right under the hands of potential consumers walking through shopping centres is a very powerful way to target them.
“Customers in shopping centres are on the hunt for different shopping opportunities and getting their attention when they are making purchasing decisions is a great conversion tool. We are very pleased to see Kmart, a household name in for Australian shoppers, understanding the potential impact of the Ad-Roller handrails.”
“The interest has been growing in this new medium and we hope to see it take its place in the Australian OOH media landscape as a powerful way to connect with your customers,” he said.
What a great initiative
User ID not verified.
I’m pretty sure this was done in the late 80s or early 90s in Ashfield Mall. It may have just been stickers and not a wrap though. Anyone know?
User ID not verified.
Thanks Andrew.
Hi JG,
It might have been done a long time ago. It was a long journey to find a material that can be applied to handrails of escalators and that is durable. From our side, it took over 6 years of collaborative research together with a leading handrail manufacturer to get to this point. The idea has been around for a long time and many have tried. The implementation so far has been tricky though and we believe that we have mastered it :).
Best regards,
Armin
User ID not verified.