Ogilvy & Mather today announced an innovative technology experience designed to educate consumers on how cities can become smarter. The eight by twelve-foot interactive display allows people to witness IBM’s transformative solutions in urban systems such as transportation, energy, utilities, public safety, healthcare, education, and economic development.
This cutting-edge display integrates multi-touch technology, gesture-triggered activation, audio, video, and a mobile text ‘call to action’ feature. It is the first of its kind to combine these technologies into a single experiential display. Travelers passing through American Airlines Terminal 8 at New York’s JFK airport can explore over 30 videos and other creative elements developed by IBM’s long-time agency partner, Ogilvy & Mather, in collaboration with Monster Media.
“In a complex environment like a city where different systems must act as one and be as efficient as possible, educating city officials and governments is only part of the process,” explained Pam Kaplan, Vice President of Market Management at IBM Global Industries. “We created this interactive experience in one of the most traveled locales in the world because if members of society understand how smarter cities can affect them personally, they will influence change within their own communities.”
TheSmarterCity Experience
The interactive board and its white cityscape are activated by the motion of passing travelers, with vibrant colors filling various parts of the city. In addition to animations, the unit features an audio ‘call to action,’ encouraging travelers to explore and learn from TheSmarterCity. The touch-enabled display provides in-depth content, allowing users to select areas of interest and discover real-world examples of how IBM is building a smarter planet today.
“IBM has extensive experience in helping cities and their leaders develop smarter solutions,” said Lou Aversano, CEO of Ogilvy & Mather. “Using innovative channels like this one-of-a-kind display provides an engaging environment to share these stories with business leaders and consumers, allowing them to delve deeper into IBM’s Smarter Cities initiatives.”
The unit also includes a rotating ticker displaying compelling statistics about urban life, such as “By 2050, 70% of the world will live in cities,” and “NYC’s Real Time Crime Center is helping cut crime by 27%.” Viewers can text “smarter” to a provided number to receive a link to the full, flash-based experience at www.ibm.com/thesmartercity.
Continuous Insights with Real-Time Analytics
TheSmarterCity touch-enabled unit features real-time analytical capabilities powered by Monster Media’s proprietary campaign tracking system. This system measures every interaction on the board and the duration of time spent with the content, offering continuous insights and allowing for ongoing performance optimizations.
“The out-of-home environment is one of the most innovative places for marketers to create unique brand experiences today,” said Chris Beauchamp, CEO of Monster Media. “By leveraging new technology in environments where consumers seek interactive experiences, such as airports, we deliver measurable results.”
TheSmarterCity JFK board will be on display through September 24, 2010.
IBM first launched TheSmarterCity (www.ibm.com/thesmartercity) in December 2009 as an online interactive experience supporting IBM’s Smarter Planet initiative.
