Marketing world: innovations from around the globe

Akishima Laboratories’ AMOEBA technology
Akishima Laboratories’ AMOEBA technology

LONDON - From 'printing' brand logos on water in Japan and twittering on US cinema screens are among the digital innovations in this month's roundup.

Write your brand on water

TOKYO - Scientists at Akishima Laboratories and the University of Osaka have developed a technology that makes it possible to write on the surface of water. The AMOEBA (Advanced Multiple Organized Experimental Basin) is a round, 30 centimetre deep pool with a diameter of 1.5 metres. A number of small wave generators surround the container and can use precisely-coordinated impulses to create letters and shapes in the middle of the pool.

Twitting on the silver screen

ST CHARLES, Illinois - At a cinema here filmgoers can watch a film and twitter, with their comments appearing at the bottom of the silver screen. The ‘Mu-Vchat' software, developed by Rien Heald, lets viewers use their mobile phones to text a mobile number which will post their message at the bottom the cinema screen. In the projector room a computer is connected to the system to ensure that undesirable comments are quickly excluded from the cinema twitter.

Domestic violence campaign employs billboard with face-tracking sensor

BERLIN - Amnesty International has launched an outdoor campaign against domestic violence that uses face-tracking technology from. In order to communicate the message that domestic violence happens when nobody is looking, the poster cabinet in Berlin is fitted with a flat screen and a special sensor made by technology company Vis-a-pix. When a passer-by looks at the poster, he or she will see a happy couple but as the viewer turns away the sensor will recognise this and change the image to show the man hitting his wife.

A walk-in Mercedes billboard

HAMBURG - To demonstrate to people the large interior of a Mercedes Sprinter van, Hamburg-based ad agency Lukas Lindemann Rosinski created a walk-in billboard. The billboard has a hole in the middle of it in the shape of two open rear doors. An actual Mercedes Sprinter is parked behind the opening so that pedestrians can literally step inside the advert.


Smart cars used for in-door drive-in cinema experience

MELBOURNE - In a twist of the classic drive-in cinema, with the ‘Indoor Drive-In' movie goers don't use their own cars but instead take a seat in one of nine Smart fortwo cars placed in a Melbourne art gallery. Ad Agency Supermarkart created the mini cinema for Smart Centre Melbourne to demonstrate to 18 people over the duration of a film just how comfortable the car really is.

This monthly report is compiled by Oystercatchers, a marketing practice that advises clients on how to maximise their marketing spend both internally and through their agency relationships.



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