Underscoring the principle that modern advertising never saw an open space it didn’t want to fill with promotions, a new proposal from BBDO Germany and Sky Deutschland would send messages into
the heads of train passengers resting their noggins on the window. Dubbed the “talking window,” the platform uses some of the same bone conduction technology used for the deaf and in some
mobile devices such as Google Glass. Vibrations from a Sky-branded transmitter attached to the train window are perceived by the brain as audio messages, but they are inaudible to anyone not in direct
contact with the pane.
The technology and proposed network were unveiled during last month’s Cannes International Festival of Creativity.
According to a report in the UK Telegraph, one
initial campaign using the technology would recommend that train riders download the Sky Go app.
A video explaining the platform says it is aimed at the many tired commuters who rest their
heads on the train windows. “Suddenly a voice inside their head is talking to them,” the video explains. They declare the innovation a “whole new media channel.”
BBDO
tells the BBC that the project has not been implemented, but it is ready to go with Sky’s approval. It has tested the system on public
transportation in Munich and Aachen.
BBDO Germany speculates in a BBC report that the medium is not for advertising only. It could convey music, information, weather reports and entertainment.
The report on the Cannes site claims that the initial response from commuters and clients were “highly
encouraging.” “The sound produced seems to come from inside the user's head, but can be surprisingly clear and crisp,” the company profile claims.