image for True shortlisted for 'Campaign Tech Award'

True shortlisted for 'Campaign Tech Award'

Published on Monday, 9th April 2018, contributed by True Digital

True Digital has been shortlisted for a coveted Campaign Tech Award for ‘Best Use of Tech in OOH’ (out of home) for work commissioned by retail sector client, Manchester Arndale. 

Full service digital agency, True Digital created a Christmas shop window for Manchester Arndale, an asset that they have never had before. True used the power of digital out of home to remedy this and created an interactive Christmas window display, at Manchester Victoria Station. The campaign ran on Black Friday weekend to capitalise on the heavy footfall at the station with smart consumer engagement. 

True used Kinect technology to trigger a huge product kaleidoscope of Christmas gift ideas when people walked in front of a giant screen. Shoppers of all ages interacted with the window, using simple arm motions to change its visual state. With hand gestures, they could explore gift ideas, and create patterns on screen. The products on screen were modelled with Cinema 4D and brought to life using Unity, a multipurpose game engine that supports 3D graphics. 

A first of its kind for Manchester Arndale, promotional staff handed out 10,000 tote bags stuffed with goodies and vouchers to redeem in the centre to everyone who stopped and played with the window. 

Lisa Hawkins, Head of Marketing at Manchester Arndale, said; “Our digital Christmas window campaign was perfectly designed to help us cut through the noise during the busy Christmas period, and connect with shoppers on an emotive level. True Digital created an eye-catching installation that was able to capture the attention of shoppers and commuters alike, helping us to drive footfall directly into our retailers over the weekend.”

Tim Jones, MD, True added: “We have been shortlisted alongside technology giants, Sky Q and Google’s Pixel 2 for this coveted award. This recognition is testament to our strong expertise in the retail sector and our team’s explore the limitless possibilities of digital with our clients.” 

Designed to honour successful innovators, celebrate their work, and stimulate ingenious thinking right across the marketing, advertising and media industries, the winners of the Campaign Creative Tech Awards will be announced at an awards ceremony on 13 June 2018.  

As digital agency partner for The Lexicon Bracknell, The Mall at Cribbs Causewayand Manchester Arndale, True have a wealth of experience in supporting retail destinations with smart digital strategies and creative experiences and campaigns that get people talking, sharing and shopping.