november 19, 2013
Holosonics' Audio Spotlight Systems Target Shoppers with Viral Audio for Fiat 500L Campaign in UK
Westfield London shoppers treated to interactive advertising that beams satiric songs from Fiat’s ‘Motherhood’ and ‘Fatherhood’ campaigns to discreet courtyard zones using Audio Spotlight directional speakers by Holosonics.
In only a few short months, Fiat Group UK’s wildly popular “The Motherhood” and “The Fatherhood” viral videos registered over 6 million views online combined, and Fiat recently took their successful songs to the streets in a new marketing initiative using Holosonics directional sound in public environments.
A series of eight AS-24 Audio Spotlight directional speaker systems were used outside the Westfield London Shopping Centre to pump each of the infectiously memorable “Parenthood” tunes throughout specific active zones in front of two giant projections on the Westfield’s walls.
As Prask Sutton, Co-Founder and CEO of multisensory marketing and advertising company 76msma describes, “We wanted to take the mute off out-of-home installations. Sound is such a valuable part of TV and viral advertising, but is generally not allowed as part of public outdoor campaigns since it is too disruptive to the surrounding environment. Using the Audio Spotlight systems Holosonics offers, we were able to beam audio to specific spots and still maintain peace and quiet in the rest of the courtyard.”
Located roofside, multiple stories up on buildings opposing each projection, were sets of four Audio Spotlight systems, providing ample coverage via a sound beam only a few meters wide below. A pair of circular vinyl floor decals marked the activated spots, and helped to provide shoppers a visual indication of where they could listen in to the infectiously catchy videos. The viral advertisement sound levels were 90% quieter just a single step away from the coverage spots, ensuring the rest of the courtyard remained tranquil, all thanks to the unparalleled directivity of the Holosonic speakers.
The unique interactive outdoor advertising installation was so successful that Fiat hopes to make use of the Audio Spotlight directional speaker technology again, in similar future activations.
About Holosonic Research Labs, Inc.
Holosonic Research Labs, Inc., a pioneer in directional acoustics, develops and manufactures the Audio Spotlight® directional sound system. Founded in 1999 by MIT graduate Dr. F. Joseph Pompei, Holosonics’ Audio Spotlight technology is used in a wide variety of applications including museums, libraries, offices, reception areas, retail displays, trade shows and retail kiosks. The world’s top organizations and companies use the Audio Spotlight directional sound system to beam sound to their listeners... and preserve the quiet.™
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