Unlike live models, the Digital Mannequin is able to work 24 hours a day, 7 days a week, 365 days a year in a shop window of the new salon of the award winning beauty spa and skin clinic Zen Lifestyle. The slowly moving model, shot on a cinema standard camera, shows every detail of the model across three large 42” Phillips LCD screens. With the wind blowing through her hair and her light summery dress, the display is proving to be a real hit with those passing by.
Graham Pow from Cognition said: “the client wanted to have a window display that would grab the attention of potential customers who may be unfamiliar with the Zen Lifestyle brand and the Digital Mannequin certainly does that.”
The Digital Mannequin footage was shot and edited in Cognition’s studio and it showcases the variety of treatments available at Zen Lifestyle. The screen also shows a range of promotional material cleverly using Scala to create three independent screens meaning Cognition can create some unique content that can maximise the use of the screens and create an impact at a street level. The Scala software powers the screens, using 1 player license and Zen can change the content on the displays. Cognition’s monthly content updates allow them to create new professional content, which is in line with their business needs and assuring that the screens always remain “fresh”. Cognition meets with the client on a regular basis to discuss the digital display content strategy for the upcoming months. Cognition uses the knowledge from their background in broadcast adverts to create stimulating content that they know consumers will engage with. The Digital Mannequin is proving to be a greater pull than the traditional print window displays, with window viewing time averaging 60% longer than the static equivalents.
“The Cognition screens allow us to change our window displays instantly in line with our business needs and the response has been fantastic,” states Kieran Fowley from Zen Lifestyle.
The high brightness HD screens are also striking at night when they light up Hanover Street, giving Zen Lifestyle a great opportunity to market their business in out-of-office hours and reach a wider audience.
Fowley from Zen Lifestyle continues: “People are stopping to look as it is so unique and unexpected, and this is giving us the opportunity to reach out to a really wide audience and communicate our unique range of services. This innovative, high-quality communications channel for passers-by is a great indicator of the high quality and innovative experience clients can expect when they come through the door.”
About Zen Lifestyle
Zen Lifestyle is Edinburgh’s award winning salon, skin clinic and day spa. They offer a full range of beauty and relaxation treatments as well being home to one of Scotland’s most advanced skin and body clinics. Founder Fiona Fowley and her team have created a stress free zone where clients can relax, rejuvenate and recharge in a friendly and luxurious environment. The high standards of service and client care have resulted in Zen being awarded 15 national beauty awards including the prestigious UK Salon of the Year (2003 & 2008). In 2009 they were voted the ‘Most Desirable Salon in Britain’ in a poll of salon and spa owners across the UK (Professional Beauty magazine July 2009). More information is available at www.zen-lifestyle.com
Cognition offers a complete service that incorporates content creation, content delivery and network management for clients and agencies for digital display networks. They create content for their client’s digital display(s) that is bespoke to their needs. They have a team of “creatives” with experience in creating award-winning commercials. Their team understands what motivates viewers and can turn a creative brief into a high production value piece of content or can advise how best to communicate with your target audience. They strive to get you noticed through the use of display technology with content that is emotive and engaging. As a partner of Scala, they offer network management as an integrated service. They can remotely manage your network ensuring that content remains fresh and is responsive to your business needs in real time. More information is available at www.cognitiondds.com
Scala is a leading global provider of digital signage and display communications software and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. Scala is headquartered near Philadelphia, Pa., and has subsidiaries in Canada, The Netherlands, France, Norway, Germany, Japan and India, as well as more than 500 partners in more than 90 countries. More information is available at www.scala.com.