The main challenge was presented by the sheer size of the screen itself. A lot of thought had to be put into the layout of the creative in order to sit within the highly unusual proportions. The screen was brand new and had never been tested before. It was also live for 24hrs a day, for two whole weeks, so the content had to be constantly refreshed to avoid wear out.

Waterloo Motion is a brand new screen, and significantly larger than any pre-existing media. So, with the help of the creative agency, we looked at the location, the type of audience and their dwell time, to show constantly updating and interesting data in a modular layout. The content layout randomly regenerated on each refresh in order to prevent creative wearout. This was interspersed with full screen animations showing off the screen to its full potential.

This was an Audi brand piece designed to communicate their ‘Vorsprung Durch Technik’ philosophy. It resulted in a 13% increase in the belief that Audi use cutting edge technology in their cars within the Waterloo community, as well as a 9% increase in desirability.