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Eye complete repositioning and announce Canon in global first using new Amplify platform

Eye Out-of-Home has completed a global repositioning project that started in August 2011.

Eye Out-of-Home has completed a global repositioning project that started in August 2011. The root and branch repositioning which started by listening to 350 customers worldwide has led to the creation of a new global identity ‘Inventing possibilities out of home’ and website plus new offerings such as Amplify – the world’s largest network of mobile enabled digital Out-of-Home sites. The repositioning has been overseen by Alastair Bannerman, Global Marketing Director who joined Eye last year. He commented:

“We spoke to a range of people from agency CEOs, creatives and clients which unearthed a clear opportunity to be different. Simple, scalable and measurable innovation was seen as a real opportunity to create value.”

And today, Eye is pleased to confirm Canon as the first advertiser globally to use Amplify, launching across Gatwick and Stansted airports to support the EOS 650D camera. Amplify allows passengers to interact with over 8,000 Eye sites in malls and airports worldwide through embedded NFC, QR and SMS functionality. For Canon this will take UK airport passengers from a digital OOH unit directly to the Canon website to further explore the EOS 650D model through video.

Brought together by PHD International and PSI, Amplify enables Canon to track response rates and interactivity levels delivering a fully accountable campaign. Gill Rowe, Account Director at PSI, said: “Through our campaign with Eye, Canon has an impressive opportunity to extend the reach of their campaign beyond the airport by using the new Amplify platform. Canon can run a mobile-led conversation which gives them higher levels of engagement and increases the campaign’s effectiveness.” Bannerman added: “Media companies are good at exclaiming change to the outside world without always delivering the substance to back it up. Our new offerings have been developed to make our brand positioning real and valuable for our customers.”

Source: Eye Out-of-Home