It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Crust Pizza, in concert with Australian electronic music duo, Peking Duk, has kicked off an interactive street campaign that uses JCDecaux ‘playable posters’ with capacitive touch technology in order to bring playable music to the street.
The outdoor campaign, which was originally created by 3rdspace, features playable JCDecaux City Lights and StreetTalk vinyl posters embedded with capacitive touch technology that lets passers-by remix music on a super-sized pizza shaped DJ deck.
JCDecaux head of creative solutions, Alan Klein, said the playable City Lights and StreetTalk panels are located in high pedestrian, high dwell time locations in Sydney, Melbourne and Brisbane ensuring the campaign ‘makes everyday moments more delightful’ for commuters and pedestrians, throughout the day.
“In a JCDecaux first, the printed posters themselves are interactive. It’s been exciting to see our posters come to life using technology that definitely takes them ‘out of the box,’” Klein said.
Crust Pizza marketing manager, Zoe Jacovou, marketing manager, said the company is excited to extend its Peking Duk collaboration into ‘out of home’ by featuring the DJs’ unique sounds in a first to market interactive street campaign.
According to the company, fans of Crust and Peking Duk will also have the chance to win invitations to Peking Duk’s upcoming performance at Nova’s Red Room: ARIA Edition on Thursday November 17 by purchasing any of Crust’s gourmet pizzas online up until Sunday November 13 or by tuning into the Nova Network nationally.