With help from Ogilvy & Mather and Monster Media, IBM is launching an environmentally minded ad campaign on the theme of "Smarter Cities," including a large interactive display at New York's John F. Kennedy International Airport. Installed in American Airlines Terminal 8, the display will be visible to many of the roughly 700,000 airline passengers per month served by American at JFK until the end of the campaign on Sept. 24.
The 96-square-foot digital touchscreen display (measuring eight by 12 feet) promotes IBM's various technological contributions to areas including transportation, energy and utilities, public safety, healthcare, education and economic development. It centers on a white cityscape activated by the motion of passersby, with eye-catching colors and motion drawing attention to its interactive features, accompanied by an audio call to action.
Once viewers becomes engaged with the display, they can explore an experiential program through gesture-triggered activation that exposes them to a variety of audio and video content, including 30 video animations with creative elements developed by Ogilvy & Mather in collaboration with Monster Media.
The unit also features a rotating ticker at the top with statistics about cities (for example, "By 2050, 70% of the world will live in cities"). This part of the display also delivers a text to mobile call to action feature, inviting viewers to text "smarter" to a number which then directs them to continue the interaction by visiting http://www.ibm.com/thesmartercity. According to Monster Media, the system measures every single touch and interaction on the board as well as duration of time spent with the content.