Unique in Luxemburg! Discover our digital “backpack”: innovative, impactful and surprising…
Yes yes, you read that right… A 30×50 cm digital (and/or touch) screen attached to a backpack to be carried anywhere. It fulfills all the conditions of a “Street Marketing” support and much more! We will see in this article why and how the digital backpack also called “Backpack” is great for local communication and to create traffic to a specific point of sale, physical or digital.
This is not just a modern and designer toy that we use to have fun . No, the digital backpack is a communication medium in its own right and a real marketing tool to get to know our customers better. leads . Its possibilities are enormous and so are the benefits… Just use your imagination!
This medium is completely adapted to the field of events, whether for the promotion of an event or during it, to offer an interactive experience to visitors/prospects of the day and to generate traffic . (competitions, advertising messages, Call To Action with rewards, interactive digital games, etc.)
Your brand will be remembered more easily and longer and you will convey the image of an enterprising, dynamic and modern company (likeability capital).
The Sandwich Man 4.0
”We kept the sandwich but added our own ingredients to it”
Everyone knows the sandwich man… a man “sandwiched” between two billboards who first appeared in London in 1820 and evolved over time. Today, you can still find them in events or demonstrations for the promotion of signs and brands.
At CD PUB we have brought it up to date by combining the human with the digital for more interactivity and modernity. This is called a DOOH (Digital Out Of Home) device , which refers to digital outdoor advertising and is used to broadcast dynamic and interactive outdoor advertisements on different types of screens.
Why use the Digital Backpack?
✔ PROXIMITY : its MOBILE function allows it to invest the streets of a city, a trade show, an event as close as possible to prospects and generates real interest in the brand. Ex: position yourself near Luxembourg station to reach cross-border commuters.
✔ ORIGINAL / INNOVATIVE: a unique concept in Luxembourg in tune with the times. Have you ever seen this concept in the Grand Duchy?
✔ VISIBILITY : its attractive design and interactivity attract the attention of passers-by. The high brightness of the screens provides better image quality and better color contrast so that your message is visible from afar.
✔ DATA COLLECTION: the data collected is very useful in order to better know your prospects and launch targeted marketing campaigns. Used well, this data helps you better understand the needs and wants of your customers.
✔ ECO-RESPONSIBLE : the solution is respectful of the environment since we limit the carbon footprint and the environmental impact as much as possible.
✔ BRAND IMAGE : your brand will be remembered more easily and longer and you will convey the image of an enterprising, dynamic and modern company (likeability capital).
✔ TRAFFIC GENERATOR : our digital backpacks pique consumers’ curiosity in unexpected ways and inspire them to take action. By playing on the surprise effect, they attract the attention of passers-by and potential customers, which is very effective in establishing a link with the prospect and generating traffic in store, at your event or on your site. website!
Variations of the concept
The possibilities of the digital backpack are vast… It is not only a visual and modern support, it is also a real tool for generating traffic , collecting data and developing your brand image . It all depends on the goal you have set for yourself!
It will be wise, even strongly advised, to set up a “ Call To Action ”, ie. a call to action from the prospect.
1. Promotional message
One of the main functions of the digital backpack will be to broadcast your advertising message as close as possible to your target prospects via a dynamic and impactful video. Indeed its “mobile” function allows it to easily hit the desired target. This may concern the promotion of an event , the launch of a new product , a promotional offer on a product/service … Ex: if you offer an interesting promotional offer “our screen men/women” can be placed outside nearby of the store in question and thus play the role of “beater”.
But for even more impact, it will be appropriate to offer a reward/benefit to the prospect… either directly on site (in person), such as samples, goodies, vouchers for a nearby shop… and/ or even better! By integrating a QR Code on the broadcast video which directs the prospect to a registration form located on a landing page (or page of your website) so that he benefits from the advantage put forward, such as winning by drawing lots for entry tickets for an event. In addition to promoting your event, you collect Data, data what! And that is priceless!
Are you launching a contest? The more distribution channels you multiply, the more traffic you generate around the operation and therefore a return on investment. Do not limit yourself to web media such as social networks, websites or even newsletters… do not hesitate to relay the operation in a physical way, and the digital backpack will be a good way to carry it out in a targeted way.
Indeed, the interest of the digital backpack in this kind of case is to be able to target a population and make the buzz on your operation . For example, placing 3 or 4 “screen men” near a shop will reinforce the exceptional character of the operation and you will convey the image of an innovative company.
Once again the QR Code will have its full role to play by redirecting the prospect to the registration form.
3. Trade shows, fairs, events
The digital backpack is a real support dedicated to events because it is perfectly adapted during trade shows, fairs or events to generate traffic to your stand and have a significant return on investment on the price of the place.
How ? “Our screen men/women” circulate within the event by broadcasting a dynamic and attractive advertising message bearing the image of your brand or your product. But that’s not enough if you plan to attract prospects to your booth. We must offer a reward at the key ! Even if it’s not much, visitors are always fond of gifts, goodies, tastings, promo codes…
It will also be a good idea to clearly indicate the location of your stand on the video (hall number, stand number, or even a map of the show with your location highlighted) so that visitors can get there easily.
4. Games and interactive experiences
As I told you, the possibilities of the digital backpack are enormous!
What better than a game or an interactive experience to engage your audience? We offer more than fifteen interactive digital games such as quizzes, surveys, personality tests, but also arcade games, brain games, contests and finally instant win games such as scraping or the famous “Wheel of fortune”.
All of our games can be personalized in the colors of your brand (logo, graphic charter, etc.)
2 options can be considered for the distribution of the game with distinct objectives:
By scanning a QR Code : broadcast your promotional video with highlighting of a QR Code directing the prospect to the link of the game in question. The person plays directly on their smartphone to try to win the prize. The advantage of this concept is to generate volume while collecting data.
Directly on the touch screen : the second possibility is to have the prospect play directly on our digital backpack via his touch screen. You will generate less volume than the 1st option, on the other hand you will optimize the buzz effect because you arouse the interest of other passers-by who will want to play in turn.
In any case, you will convey the image of an innovative company in tune with the times!
We also give you an Excel export of the collected data useful for analyzing game statistics.
Combine “Street Marketing” supports !
To give more weight and impact to your action, it will be wise to opt for additional Street Marketing supports that are always personalized with your image. The more you surprise the consumer, the more you maximize the chances that your message will be remembered.
Case study: Orange Luxembourg – « Win a PS5 on the occasion of the Luxembourg – Portugal match! »
Date and place : March 26 at the Stade de Luxembourg
Action details :
- 💡 2 hosts/hostesses with digital backpack
- 💡 1 host carrying the “Orange” mascot + 1 hostess in assistance
- 💡 4 hours of visibility
- 💡 Implementation of an interactive game “Shooting on goals”
Client objective: convey a positive and creative image
Orange Luxembourg wanted to take advantage of the Luxembourg – Portugal match which took place on March 26, 2023 at the Stade de Luxembourg to organize a competition with a PlayStation5 as the key. The objective is to provide a special experience to the public present on site.
The CD PUB solution :
The digital backpack was obvious! Orange provided us with the promotional video that was going to be broadcast on our screens and we on our side designed an interactive game whose objective was to score the most penalties during the allotted time. How ? Simply by scanning the QR Code on the video and completing the associated registration form. The people with the highest score were drawn to win a PS5.
And to create more visibility and excitement around the action, our “screen men/women” were accompanied by the “Orange” mascot: a winning combination!
In the end, the operation was a great success and 1800 scans were recorded with the associated collected data.