Out of home advertising comes to the powder room
Interactive advertising is coming to rest rooms around Australia’s airports as Melbourne based Powder Room Interactive Media rolls out touchscreen interactive vending machines allowing consumers to “chat” with brands and buy or sample their products.
The company is signing up major brands to advertise across its network of vending machines which it describes as reinventing the industry for today’s screen and social media obsessed culture.
“Product sampling has been stuck in the same stagnant place for so many years and our vision for Powder Room Interactive Media, through embracing digital and data, was to shake up the industry and transform this space so it’s consumer-first and future orientated,” said PRIM managing director and founder Michelle Davis Davis.
“We know brands want to establish a closer, more targeted connection with consumers in the out-of-home environment and similarly consumers aren’t as receptive when they don’t seek out the interaction, so our interactive digital portals create the perfect storm for these two opportunities to converge,” Davis continued.
The vending machines’ digital displays combine customised software with the ability to run TVCs with audio, display point of sale and product content as well as allow “tap and go” credit card or cash transactions.
PRIM has signed up a growing number of major brands including Colgate-Palmolive, Unilever and Johnson & Johnson to its network of 300 retail portals and digital displays at Australian airports located across the country that the company claims reaches 280,000 people each day.
The company says their service can offer campaign customisation for the time of day and different geographical markets as well as testing creative and price variations.
As the rollout across Australian airports is completed, the company is looking to markets in the United States, Europe and South Africa as well as expanding its presence to shopping centres with a customised application for parents’ rooms offering products tailored for the baby and toddler market.
