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Ten-foot high BlackBerry smartphone videowall created by PSCo Rental

BlackBerry supersizes signage instore

By Retail Technology | Monday April 15 2013

New 10-foot high videowall replicates BlackBerry Z10 smartphone and delivers footfall for mobile handset maker on the UK High Street

Mobile manufacturer BlackBerry has launched its new Z10 device using videowall technology to create a ten-foot high version of the smartphone in O2 stores at two prime UK shopping centres.

Trade audio-visual specialists PSCo Rental worked with trade partner and BlackBerry’s marketing communications agency  to recommend and provide the display solution, as well as provide logistics and technical support.

Capturing visual impact 
BlackBerry briefed TC Communications (TCC) to deliver a High Street marketing campaign that brought visual excitement and engagement for its new Z10 smartphone. 

Jamie Barlow, digital director of TCC, said: “At shopping centres the key challenge is to attract attention in a busy environment. Our creative vision was to build a giant Z10 in each shop window that copied the user interface of the device exactly, playing content as though someone was using the device. The content highlighted six key features that set the Z10 apart: Camera Time Shift, BBM Video, Browser Speeds, The Hub, Smart Keyboard and BlackBerry World.”
Barlow added: “We briefed PSCo Rental on our creative concept and they came back with a videowall that realised it perfectly. They recommended an innovative technology which provided exactly what we needed, designed a package including display mounts and power connection, installed the display at the store and removed it at the end of the campaign. 

End-to-end service

“Everything was taken care of – rigging the wall, 24-hour technical support during the campaign and de-rigging it afterwards.  PSCo’s technical recommendation was right on the money too – the quality of the images on the videowall was stellar and the lack of reflection was particularly striking. BlackBerry was extremely happy both with the videowall and with the outcome of the campaign.”
The BlackBerry Z10 was constructed from a rear projection tile technology and ran continuously for a month, resulting in nearly 400 demos by the specially trained O2 angels at the two stores. One shopper commented: “It’s a really busy shopping centre with lots going on. The display in the window really grabs your attention and makes you want to go inside to find out more.” An O2 angel involved in the demonstrations agreed, saying, “I’ve done about 35 demos so far and the displays really help the customers ‘get’ the product.”
PSCo Rental supplied two videowalls of 21 tiles in a 3x7 portrait formation, which were set up in the O2 stores in Westfield Stratford and Westfield White City.