MELBOURNE, Australia — Prime Digital Media (PDM) in partnership with Telstra, unveiled a digital retail marketing installation with the launch of the Telstra T-Life store in Melbourne. Telstra is one of the largest providers of both local and long distance telephone services, mobile services, dialup, wireless, DSL and cable Internet access in Australia.
The T-life concept store was launched June 26, 2008, by Telstra CEO Sol Trujillo. PDM’s in-house creative studio designed high definition Telstra branded video content to run across three TelstraTV channels (a giant indoor wall of plasmas, a series of portrait screens and one 22-meter tall outdoor screen).
These digital signage platforms are centrally managed by PDM through their Web-based media management system, enabling the delivery of real-time marketing messages to consumers targeted by location, customer segment and time of day.
The creative emphasis of content is on high visual impact and clear, concise messaging. Content combines Telstra TV-specific content mixed with existing advertising, sponsorship or branding material that has been re-purposed to work in this very specific medium.
“PDM’s digital signage solution for Telstra runs on an outdoor screen as well as various strategically placed, high-impact screens in the store itself,” said PDM planning and creative director Julie Frikken. “PDM’s digital media is unique in that it broadcasts dynamic content that can target specific audiences at specific times of day and days of the week. The audience on Bourke Street on a Saturday night for example, will see vastly different content on the outdoor screen to commuters during peak hour on a Tuesday morning.”
The T-Life Outdoor channel runs on Australia’s largest outdoor LED screen. The outdoor screen broadcasts dynamic content seven days a week, 24 hours a day, with a content mix consisting of Telstra brand messages, infotainment and promotion. The large-scale screen is designed for maximum impact to engage pedestrians and drive traffic into the T-Life store.
TelstraTV content also runs across a huge indoor multi-screen “T-Life Brand Wall” which displays a mixture of informative product demonstrations, vibrant promotional information and brand content. The content is designed to inform, educate and entertain consumers while they are browsing and ensures maximum impact in demonstrating Telstra’s products and services.