Toronto (PRWEB) December 2, 2009
Well-conceived and executed campaigns for a Canadian communications company earned veteran digital signage solutions provider Digital Display and Communications (DDC) a pair of 2009 DIGI Awards celebrating innovation and excellence in the digital signage industry.
The two awards were among 19 handed out at a recent awards presentation in New York, held in conjunction with The Digital Signage Show/KioskCom, a major trade show for the digital signage and digital out of home sector. DDC was cited for Best Content, Corporate Communications and for Best Content, Advertising. Both the programs were done for a major Canadian mobile carrier.
DDC also won three awards at the 2008 DIGI Awards.
The corporate communications award was for the carrier’s mobile music offer aimed at wireless users in the 15-23 age bracket, and the in-store program was designed to make shoppers in the carrier’s retail locations aware of new offers and promotions. The creative work was targeted squarely at music lovers and showed the broad range of the offer.
Producing strong creative was particularly challenging because while the service is music-focused, that particular location and content channel in the stores was not set up for audio. “So we had to give the sense of musicality without the music,” says DDC’s President and CEO Stuart Kirkpatrick. “Our team got past that by maintaining a fast pace in the visuals and adding motion elements like music notes and volume bars on the program icon to keep the viewer watching, and allude to the pace and fun of the pop music.”
“This entry distinguished itself for its visual presentation of audio to capture in-store prospect attention and develop the value proposition,” the judges noted in their written remarks. “While the cell phone/consumer electronics areas are highly dynamic and competitive categories, the communications tactic and composition inherent in this digital signage spot reflected a very innovative use of in-store digital signage in broadening the scope of the product value proposition.”
The Best Content, Advertising award was for a campaign by the carrier also targeting young mobile users, but focused on pay as you go plans. The creative took a graffiti graphic approach and sent the message to prospective buyers that the promoted handset would “stand out from the crowd.” The creative team managed to maintain cohesion with printed material done for in-store and out-of-home, but went well beyond simple re-purposing work by adding new visuals and motion.
The judges took special note of how the spots by DDC addressed the many challenges of presenting concise messages that sell the product, while still appealing to a demographic that readily disregards promotional messaging. “The approach to core messaging and simple, eye-catching composition of the spot both reflect and offer important lessons as the use of digital signage increases,” the judges noted.
“Our creative team does such great work, and it’s terrific to see those efforts get recognized again,” added Kirkpatrick, whose company works with many retailers, brands and corporations across North America. DDC’s recent work includes a landmark project involving more than 300 high-impact screens in Toronto’s primary sports and entertainment venue, the Air Canada Centre.
About Digital Display and Communications (DDC)
Digital Display & Communications is an integrated communications, strategy and solutions agency focused on helping companies launch and then run effective, sustainable digital signage networks. Using more than a decade of direct experience, DDC’s expert team helps client partners think through, design, build and manage award-winning programs. DDC is based on Waterloo, ON.
For more information, visit http://www.thefullpicture.com
President and CEO
Digital Display and Communications (DDC)
Phone: (416) 526-5585