Outdoor ASIA - July 2018

54 August 2018

THINK DIGITAL

A

s the FIFA World Cup Soccer mania gripped

everyone, Adidas, the official partner of the World

Cup, took the game on-ground amongst masses

through an interactive OOH medium in a Delhi mall. The

brand converted the recently installed digital screen

in Vasant Kunj, Ambience Mall by Futek Digital into an

interactive screen where visitors were able to play the

game on the screen, made possible through virtual

reality technology. The smartphones were connected

with digital screen by entering code shown on screens.

The activity engaged a huge number of football lovers

and the highest score winner was rewarded by Adidas.

The activity organised in the atrium also saw a make-

believe football ground set up with Adidas merchandise

and a football. Commenting on the activity, Ashu

Gupta, Managing Director, Futek Digital said, “We are

Adidas engages football fans at

the mall

delighted to have this opportunity to serve such a big

brand within a week of launching our digital screens

at Ambience Mall, Vasant Kunj. New-age technology-

led media platforms are fast emerging as the biggest

trend in the media industry. Advertisers are tapping

into the vast potentials these mediums are offering in

terms of the reach of audiences. We are assured of our

strong growth, which will enable us to further enhance

our innovative thought. Ultimately, the emerging

digital out-of-home market is ground breaking in its

interactive technology, but it's also a return to the roots

of advertising and its original purpose: to provide an

engaging and useful service to the public”. l