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2/4/2007 - EMI  RECORDS LAUNCHES SHOP WINDOW ADVERTISING THAT CAN TALK BACK

The world’s first talking shop windows have been stopping shoppers in their tracks in London’s bustling Liverpool Street. New technology by advertising company motomedia ltd turns the window surface’s plate glass into a speaker, which combined with projected images turns a normal shop front into a living, talking advert.

Until now the technology has been science fiction in futuristic films such as Tom Cruise’s Minority Report, but a former video store at 33 Liverpool Street, London, EC2 has been transformed into a real life version for EMI Records’ launch campaign for American band LCD Soundsystem’s new album, Sound of Silver.  

The technology is described as a cutting edge 'through-glass' sound driver, which delivers very high quality audio, comparable to a CD. Combined with a powerful in store projector, videos are seen and heard coming directly from the plate glass shop front window.

When shoppers stop to hear a track from the band’s album, their mobile phones are automatically sent an exclusive download via bluetooth. In the first week alone, 900 downloads were made.

Miguel Tatay, Account Director at mobile marketing agency New Visions, who devised the campaign on behalf of EMI, said: “This takes outdoor advertising to the next level, offering not only an audio/visual experience but also sample content that the consumer can walk away with.”

With increasing numbers of empty shops in Britain’s high streets, known in the retail industry as the e-Bay effect, this revolutionary technology is a way of transforming an empty retail unit into a compelling advertising medium and is the brainchild of Kenny MacLean, managing director of motomedia.

Kenny explained: “Our audio driver technology turns the glass into a high-quality speaker. At the same time, special vinyl is applied to the windows to create a rear projection video that is visible in daylight. This creates outstanding audio-visual theatre in any retail location and, coupled with bluetooth, represents a new and powerful method of attracting buyers, even from an empty shop.”

He added: "We are very excited about the Motomedia concept and feel it is the perfect platform to launch music. We are particularly pleased that the first company to adopt this technology is EMI Music, the world's largest independent music company." 

Further information can be found at www.motomedia-uk.com  www.new-visions.co.uk

ENDS

For further information please contact:

Carrie Wallace, axis media group

T: 0141 889 6868 M: 07812 558 562

carrie@axismediagroup.co.uk

 Notes to editors

1. Motomedia fuses design, digital media and Bluetooth to create a powerful marketing format that uses the windows of vacant retail units as an advertising platform. Motomedia generates income for landlords, acting agents and local authorities by providing advertisers a unique opportunity to advertise in high profile locations on a short-term basis throughout the UK.
2. When the glass is turned into a speaker, the sound is localised to the advert and operates to what motomedia call "pavement drop-off" - the sound dies away quickly as you move away from the window.  Sound levels are easily controlled to give maximum impact but not to annoy shoppers or nearby retailers.
3. motomedia technology within the advert allows motomedia to capture data such as the age, gender and viewing times of passers by – something that has never been seen before on the high street
4. New Visions are a leading mobile marketing agency who specialise within the music and entertainment industry and are EMI’s preferred mobile partner.

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