ISSUE #10
INSTAGRAMMABLE LED
CONTENTS TAKING CENTRE STAGE PAGE 4 CLIMATE CHANGE PAGE 6 FANS IN THE ZONE PAGE 8 MAKING AN EXHIBITION PAGE 10 TEAMWORK MAKES THE DREAMWORK
PAGE 12
THE CHANGING FACE OF RETAIL PAGE 16 SUMMER SCREENS OF SUCCESS PAGE 20 WINNING FORMULA PAGE 24 DIGITAL SCREENS IN OUR CITYSCAPES
PAGE 28
BRINGING BRANDS TO LIVE PAGE36 CLIENT FOCUS: GOODWOOD PAGE 40 STADIUM CONSULTANCY PAGE 44 2019 EUROPEAN GRAND PRIX IN NUMBERS
PAGE 48
GOODWOOD TURNS HEADS WITH ROTATING SCREEN
PAGE 50
COMMERCIALLY CREATIVE PAGE 52 CYCLING PROFICIENCY PAGE 56
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TAKING
CENTRE STAGE
I
n our work across top tier sport we’re only too aware that traditionally men’s football, rugby and ‘elite’ sports leagues have dominated our TV’s, but in the last five years women’s and less mainsteam sports have been successful in building their fan-bases, and bagging a bigger slice of TV audiences, ticket sales, broadcast rights and sponsorship deals.
WOMEN’S SPORTS:
RISING STARS:
Historically women’s sports trailed behind their male counterparts
Gymnastics – With global super-star gymnasts and recent
in terms of popularity and commercial value, but the effects
Olympic successes for team GB, the sport’s popularity has sky-
of London 2012 boosted British female athletes and increased
rocketed in the UK. Championship events have upped their game
funding. No longer treated like a ‘novelty’, women’s sports are
in spectator experience, with British Gymnastics delivering an
gaining ground across the board.
incredible combination of sizzling production values, exciting live entertainment and dynamic sports presentation in-venue.
This new wave of growth is highlighted by some big global viewing figures; the combined TV audience of the 2017 UEFA Women’s EURO
This year’s Gymnastics British Championship’s and Gymnastics
tournament and Women’s Cricket World Cup Final reached well over
World Cup featured high resolution digital backdrops to the
150 million and coverage of England’s FIFA Women’s World Cup
competition floor, including super-wide, flexible formats to captivate
semi-final defeat to the USA was the BBC’s most watched television
and engage gymnastics fans throughout the tournaments.
programme of 2019 (11.7 million viewers). Netball – It’s a sport that’s never featured at the Olympics, but With significant leaps in viewing figures and attendance comes
netball is seeing a worldwide boost. The England women’s team
a healthy increase in sponsorship deals – a 37% growth globally
were triumphant at the 2018 Commonwealth Games and super
since 2013 – and the monetary value of these has increased by
league fixtures are now broadcast weekly on Sky, so it’s no surprise
roughly 50% over the same time period*.
the UK was chosen to host the Vitality Netball World Cup 2019.
As seen at the 2019 UEFA Champions League Final, our solutions
Teams from 16 countries battled it out at ACC Liverpool in front of
in stadia and sports venues are vital in activating this growing
packed crowds and 8 global broadcasters took rights. All associated
commercial value, amplifying brand advertisers, partners and
partners, including BetFred, Jaffa and Gilbert were provided with
sponsors on a global stage.
outstanding coverage thanks to sleek 6mm digiBOARDs facing the TV cameras. Hockey – Rio 2016 was a turning point for Hockey in the UK, with 5.5 million viewers watching team GB clinch the Women’s hockey gold against the Netherlands. Fast-forward three years, and 2019 has seen an unprecedented move towards ‘big stadium hockey’, with the final of the inaugural FIH Pro League tournament taking
*NIELSON.COM ‘THE RISE OF WOMEN’S SPORTS’ REPORT
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place at Twickenham Stoop, driving record demands for ticket sales – and a requirement for digital activation of partners.
2019 UEFA WOMEN’S CHAMPIONS LEAGUE FINAL IN BUDAPEST – A FULL TV ARC OF ADI’S UEFA CERTIFIED DIGIBOARD PERIMETER SYSTEM
250 LINEAR METRES OF LED DIGIBOARD
80 LINEAR METRES OF 6MM DIGIBOARD
110 LINEAR METRES OF 6MM DIGIBOARD
122.5 SQM OF 6MM LED
60 SQM OF 6MM LED 5
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IMAGES 2019
This year’s Paris-Nice 2019 included a huge mountain stage with summit finish at the Turini Pass – 1,607 metres above sea level.
A matching pair of the mighty iCONIC 100s were able to make it up the snowy peaks of Oberstdorf in the Bavarian Alps for the 2019 Ski Jump World Cup.
N
The FIA Formula E Championship takes us to the challenging climes of Saudi Arabia.
ever ones to shy away from a challenge, our projects have taken us to far flung locations with diverse terrains and difficult climates. From snowy hilltop villages to vast desert landscapes, we’re always prepared for what the elements can throw at us!
IT’S GETTING HOT IN HERE
COLDER CLIMATES
In the heart of the Arabian Peninsula we delivered over 700sqm of
Some of the world’s largest professional cycling races see
LED at the Ad Diriyah UNESCO site for the first Formula E E-Prix in
ADI screen trucks travel up snow-covered mountains and keep
the Middle East. In temperatures that didn’t drop below 30 degrees
spectators entertained in scenic hillside towns.
(with a few torrential downpours thrown-in to test us) our team of 30 installed a total of 19 large modular displays across the desert
We’re also partial to winter sports and you will regularly see ADI on
terrain.
FIS events, including Ski-jumping and Cross Country Sprint around central Europe.
We’ve also followed the Formula E Championship to other exotic destinations including central Marrakesh and downtown Santiago.
See more of our rental projects at www.adi.tv/hire/case-studies
Intense heat, dust and sand don’t always make live event delivery straight-forward, but careful planning, technical skill, high quality kit and a can-do attitude are essential in our success.
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FANS
IN THE ZONE
T
he rise of the experience economy is playing a huge role in our enjoyment of live sport. 2018
TOP TIPS FOR DELIVERING A MEMORABLE FAN ZONE EXPERIENCE:
surpassed the huge sporting year of 2012 in the UK for attendance, so it’s understandable that
• C urate an engaging ‘journey’ through the experience – begin
associated brands, properties and rights-holders are keen
with brand story-telling, move into physically interactive elements
to make the experience surrounding a fixture or matchday
and a sense of theatre, before providing attendees with exciting
count for more.
giveaways, digital content or promotional offers.
Research* implies that millennials are happy to spend on sporting
• D eliver the unexpected – unique and memorable ‘Instagram
experiences more than any other demographic, and that not only
moments’ will encourage fans to share content; extending the
includes their ticket purchase, but the all-encompassing day-out of
reach of the event while boosting coverage for your sponsors.
eating, drinking, and shopping for merchandise. • I mmerse the senses – Create a visual and audio spectacular for Fan Zones are the perfect activation to satisfy the needs of this
fans; remember that screens are capable of so much more than
modern sports-fan and their tech-savy, consumer behaviour.
delivering a live 16:9 tv feed – think creative LED canvases for
More than just an ‘add-on’, fan zones should be engaging live
stunning sponsor eye candy, live social media walls on a giant
environments before the ‘main event’ kicks-off; delivering tangible
display or AR and VR applications that both emotionally and
added value and a sense of exclusivity around the wider event,
physically immerse and entertain fans.
while generating revenue for the hosts and partners. Executed correctly fan zones help encourage new fans to the sport while rewarding existing loyal supporters with exclusive experiences, offers or the opportunity to try something new. Research from Barclaycard** suggests that two thirds of UK consumers respond positively to brands that provide them with unexpected experiences, which suggests getting creative with sponsors in the planning and design of fan zones is crucial.
2020
IS SET TO BE A SUMMER TO REMEMBER! YOU DON’T NEED TO BE HOSTING A TOURNAMENT OR BE A BIG BRAND SPONSOR, IN 2020 WE’LL BE TREATED TO SOME HUGE, GLOBAL SPORTING EVENTS THAT WILL BRING TOGETHER COMMUNITIES, COLLEAGUES AND FRIENDS; BE INSPIRED BY THESE FREE TO AIR OCCASIONS TO CREATE LOCAL FAN ZONE ACTIVATIONS.
*S PORT INDUSTRY BUSINESS - ‘CREATING BETTER FAN ZONES’ ** B ARCLAYCARD - ‘EXPERIENCE ECONOMY GROWS AS CONSUMERS SEEK OUT MEMORIES IN FAVOUR OF MATERIAL POSSESSIONS’
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• WIMBLEDON • • TOUR DE FRANCE • • TOKYO 2020 • • UEFA EURO 2020 •
NFL ON REGENT STREET – When the NFL comes to the capital, everyone knows about it! Regent Street transforms into a giant fan rally with an American Football themed experience over 1.3km, with iCONIC screens along the route.
MAJOR LEAGUE BASEBALL – Every ticket for Major League Baseball’s debut at the London Stadium sold out within 45 minutes, and the 120,000 attendees revelled in experiencing the glittering Americana and 150 year-old heritage of the sport. ADI’s iCONIC screens (including the iFLY 25) were integral to activations, providing live footage of pre-match practice and commentary, and main stage entertainment.
TOUR DE FRANCE – Tens of thousands of people visited the
event, with the Grand Depart in Brussels for 2019
stage and F&B outlets to host fans pre-match.
pop-up fan park for the launch of the world’s largest cycling
CRYSTAL PALACE FANZONE – Selhurst Park now features a purpose built 500 capacity Fan Zone with ADI big screen, main
FORMULA E, BERLIN E-PRIX – Formula E are pro’s at Fan Zones! Bursting at the seams with immersive VR, gaming and exploration of electric racing and GEN-2 cars.
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MAKING AN
EXHIBITION
I
n a sea of exhibitors how can you create
1. ICONIC H AT MAPIC, CANNES
real stand-out and impact? Well we have a
2. MODULAR AT SALON DU RUNNING, PARIS (4.8MM LED)
few suggestions. It’s clear LED screens and
3. REVO ENTRANCE SCREENS, MANCHESTER (3.9MM LED)
signage are becoming increasingly popular
to attract and engage delegates, while completely personalising
your
stand
space
and
brand
experience. THE ICONIC H : A DIGITAL POP-UP STAND SOLUTION Would you appreciate a ready-built, 3-level stand that features over 25m 2 of screens and can be digitally branded in an instant? The iCONIC H offers something completely unique to the exhibition market; versatile floorspace that’s well-suited to hospitality, meetings and demos, and premium, contemporary styling, along with a set-up time of under an hour. THE MARVELS OF MODULAR When designing your stand or exhibition space let your imagination and creativity run wild! Modular LED
1.
solutions are incredibly flexible and can be built to virtually any size and shape, allowing for significant customisation and truly bespoke projects. ADI have the in-house expertise and resources to create unique shapes, curves and large-scale screens, all made possible by modern modular panels that are incredibly thin and lightweight.
2.
3.
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SCREEN SPECTACULAR FOR ROLLS-ROYCE MOTOR CARS AT FESTIVAL OF SPEED Rolls-Royce Motor Cars (RRMC) brought a breathtaking, cinematic experience to this year’s Goodwood Festival of Speed. ADI worked with agency Deeper Blue to create a stunning 183sqm curved LED canvas for the luxury car manufacturer.
12 MILLION PIXEL DIGITAL CURVED BACKDROP
A giant curve of 4.6mm SMD delivered a dramatic 12 million pixel backdrop to completely immerse visitors and automotive fans in the RRMC experience. Architectural in its style and scale, the huge digital screen featured cut-out doorways and creatively shaped LED strips at the outer edges of the stand, all brought to life with beautifully-shot, larger-than-life content.
6.
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TEAMWORK MAKES THE
DREAM WORK
R
ichard Branson once said “Have fun, success will follow. If you aren’t having fun, you are doing it wrong.”
But when you’re in a business that is so hectic – with dozens of projects, in dozens of markets, across dozens of countries – all happening at the same time, you really need a little organisation in life if you want to stand even the slightest chance of it being fun. Can you imagine sending a fleet of mobile screen trucks to cover every stage of the month-long Tour de France, crane lifting a 10 ton screen over people’s houses and into a stadium, or managing the live matchday production for 20 Premier League and EFL football clubs every week if you didn’t have a plan? It certainly wouldn’t be any fun without one. When you consider the fact we deliver services for more than 4,000 event days every year, you start to understand the scale of the challenge. That’s where our experienced team of project managers come in - all pulling the strings to make these kinds of massive projects happen. They’re the team whose job it is to ensure – without fail - that hundreds of thousands of spectators at F1 Grands Prix all across Europe get a spectacular view of the action. It’s their job to make sure the world’s biggest mobile LED screens are in place for Olympic events on Sunday, whilst preparing to install new giant LED screens in a stadium or shopping centre on Monday.
TAKING CONTROL
As a business, we often pride ourselves on being able to deliver a complete ‘end to end solution’. But everybody says that don’t they? What does it actually mean? For us, it’s about being involved from the inception of the idea and seeing it right through to delivery. That means helping our customers turn their ideas into a reality by giving insight and opinion as to what we know will work, what won’t, and…what’s never been done before but might just work! We’re control freaks. If we can take ownership of the entire project we will. Our customers see this as a positive – it gives them a single point of contact throughout the entire process. No finger pointing, no miscommunication between suppliers. The buck stops with us. When it comes to LED installation projects, like giant stadium screens or creative displays in shopping centres, our responsibility often goes a step further. Recent regulation changes mean that clients must appoint a Principle Designer to manage any kind of construction project. If they don’t, then that responsibility falls back onto them – making them liable for the health and safety of the project. It’s not just a box ticking exercise, it’s a crucial role which, without the right management, could be catastrophic for the project. On top of that, there are a whole host of roles to be fulfilled when delivering big infrastructure projects – from Principal Designer, Principal Contractor, manufacturer and supplier. By assuming responsibility for each, we are able to offer a better service. It’s as simple as that. There are fewer links in the chain, meaning there are fewer points of failure. Ultimately that means delivering a more successful project.
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PROJECT FOCUS: WATFORD FC In summer 2019 we installed two new superwide screens for Watford Football Club. Deadline: the opening day of the Premier League season. No ifs, no buts.
CONTINUE READING
13
Luckily the commercial and operations team at Watford had the foresight to engage with our project team very early on. Whilst the club knew they wanted to install some new screens, there were questions over the best size and location of the displays in order to get the best value from their investment. This, coupled with the fact their Vicarage Road home is nearly 100 years old, posed a whole host of challenges. Exactly how do you go about installing a 10 ton LED screen on a
THE CRANE WAS A MASSIVE
85 METRES TALL AND WEIGHED 96 TONNES
century old stadium roof? And how do you do so without going anywhere near the pitch? Before we get that far, we needed to figure out exactly how to get the screens into the stadium in the first place? In order to find those answers, Watford appointed us to undertake a Detailed Design Study (DDS) prior to embarking on the project. A DDS is a methodical feasibility analysis of a proposed project. Undertaken by our project management team, its purpose is to
On top of this, Watford, much like every Premier League team,
determine whether or not a proposed project can proceed, and how
relay their pitch every summer. This quickly ruled out the option of
it should be delivered.
driving plant machinery over the pitch to install the new screens.
In this instance, the DDS allowed us to specify a range of options to
It’s rare to find a head groundsman who isn’t truly terrifying if you
the club, together with an assessment for how different installation
even think about touching their turf. Nobody gets on their pitch –
methods would impact on club operations.
quite rightly. And nobody ever gets out alive if they drive a truck over it a couple of weeks before the season starts. Needless to say,
The process was vital for allowing us to settle on an installation
we quickly discounted that option.
method in order to install the screens during the short summer window – prior to the Premier League season kicking off again.
The solution: we brought in an enormous 85m tall mobile crane,
Another key consideration was the need not to disrupt other
capable of lifting the two 10 ton screens above residential streets
operations and stadium improvements which were also taking
and over the stadium, before lowering it into place on top of the
place during the summer.
newly reinforced roof. Manoeuvring a 96 ton crane into place takes planning. We liaised with the club, local authorities and residents in order to temporarily close minor roads – ensuring disruption to the local community was minimised. Because we assumed responsibility for the project by undertaking
EACH SCREEN WEIGHED
10 TONNES
both Principle Designer and Principle Contractor roles, we were able to retain control and manage every element of the installation. It’s not about having control for the sake of it. The Principle Designer and Contractor roles are crucial responsibilities in any construction project – and they’re a legal requirement. The fact we have the experience and knowledge in the business to assume these responsibilities saves time and money for our customers and gives us greater control for ensuring projects, like this one, run to schedule.
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THE CHANGING FACE OF
RETAIL
T
he situation in the retail market continues to be one of polarisation and radical change: shopping habits and consumer behaviour have evolved beyond compare, while some of the major players in retail continue to
hit the headlines and profit-warnings abound. So, what can be done to successfully adapt and transform retail venues to stay relevant in a digital and rapidly changing landscape? The shopping centre market is already in the midst of an evolution, endeavouring to shift the focus away from relying on the retail offering and traditional anchor tenants; instead many centres are cultivating a strong leisure, entertainment and F&B mix that’s part of a genuine ‘destination experience’. Let’s be clear, physical retail and shopping centres aren’t dead, but they all need to innovate to survive for the future.
CUSTOMERS ARE CHANGING – THEY DON’T JUST BUY STUFF, THEY DO STUFF! Undoubtedly there’s a growing consumer expectation for something new and exciting that makes a visit to the local shopping centre more appealing than purchasing online. No longer just places to ‘buy stuff’, but destination day-outs to ‘do stuff’, venues can tap into the growing experience economy by catering to an audience that are increasingly choosing leisure activities over shopping. Recent research from Barclaycard reveals that more than half of consumers would rather spend on a good experience than material possessions*, supported by the fact that the leisure sector is growing twice as fast as the retail market and worth an estimated £129bn in the UK**. Venues that deliver unique and exclusive experiences and interactive live events are succeeding in making visits memorable, and doing their upmost to keep customers coming back for more, week in, week out. Intu are huge advocates of this approach, with Roger Binks, intu Customer Experience Director commenting,
INTU’S STRATEGY IS A DESTINATION BEYOND RETAILERS; WE’RE MUCH MORE THAN A COLLECTION OF SHOPS AND CUSTOMER INTERACTIONS TAKE PLACE BOTH INSIDE AND OUTSIDE OF THE PHYSICAL STORES. AROUND 50% OF CUSTOMERS COME TO SHOP, BUT THE OTHER 50% VISIT FOR SOMETHING ELSE: EATING, SOCIALISING, LIVE EVENTS AND NEW EXPERIENCES.”
* BARCLAYCARD – ‘EXPERIENCE ECONOMY GROWS AS CONSUMERS SEEK OUT MEMORIES IN FAVOUR OF MATERIAL POSSESIONS’, 15TH OCT 2018 ** MINTEL PRESS CENTRE, MARCH 2018 - ‘BRITS TO SPEND 129 BILLION HAVING FUN WITH KIDS ACTIVITIES PROVING A BIG HIT WITH ADULTS’
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A CONSIDERED CREATIVE CONTENT STRATEGY Technology is of course only a part of the answer. This vision can only truly be realised as part of a wider creative content strategy. It’s important that venue owners create, invest in and – most importantly – commit to a long-term creative plan that puts great content front and centre to ensure lasting customer interest and retention. THE FUTURE IS NOW This isn’t some crazy unrealistic vision that can never happen – it’s already happening. Globally, there are a growing number of retail destinations demonstrating spectacular, creative displays that are attracting increased footfall and dwell time. By offering carefully curated and memorable ‘Instagram’ moments they’re giving consumers a flagship experience, and one that evolves on every visit. Whilst a number of UK centres are testing the water, it’s fair to say the domestic industry is still getting to grips with the possibilities LED can bring. An ambitious outlier is undoubtedly Axiom Yorkshire. The much anticipated out of town retail destination off the M62 promises a state-of-the-art venue that will be a multi-sensory and multi-channel experience. Offering the UK’s first purpose-built brand playground, A TOOL FOR EVOLUTION - THE ROLE OF LED
Axiom Yorkshire will integrate cutting-edge LED and digital signage
ADI are looking at the changing face of retail from the view point
across the interior and exterior, understanding its ability to deliver
of an industry supplier; we’ve worked with over 30 retailers and
emotively engaging environments at scale. Philip Lunn, Managing
shopping centres to create some incredible LED solutions. Many
Director of Lateral Property Group, Axiom Yorkshire’s developer,
of the screens are used exclusively for digital out of home media
comments,
and installed in 16:9 format, but we know its value as a technology stretches far beyond advertising, and we need to challenge those traditional industry perceptions to maximise the tangible benefits. Drew Burrow, ADI’s Business Development Manager, adds,
RETAIL IS EVOLVING AT AN EVER-FASTER PACE AND WE’RE DESIGNING FOR THE FUTURE. WE PLAN ON USING LED IN THE VERY FABRIC OF THE BUILDING SINCE IT ALLOWS US TO CONTINUALLY TRANSFORM THE AMBIENCE AND WE’RE CHAMPIONING THE IDEA THAT LED OFFERS
BRAND STORYTELLING RIGHT ACROSS THE VENUE. WITH
HUGE OPPORTUNITIES FOR VENUES THAT WANT TO
LED SCREENS THAT AREN’T SIMPLY 16:9 FORMAT WE
INNOVATE, AND INDEED FUTURE-PROOF THE CUSTOMER
CAN BE OUTRAGEOUSLY CREATIVE AND ARTISTIC IN THE
EXPERIENCE IN VERY UNCERTAIN TIMES.
CONTENT DISPLAYED, BUT JUST AS EASILY DELIVER AN
Used at scale, LED can be a truly transformative technology; a fabric that can wrap vast exterior facades and bring them to life,
INCREDIBLY HIGH IMPACT PLATFORM FOR THE LATEST BRAND ADVERTISING CAMPAIGN.
reinventing spaces with creative and unusual LED platforms and allowing visitors to be ‘immersed’ into unique experiences that change throughout the day, week or year – and are exciting enough to share socially. With the ability to change content instantly, LED can importantly be used to achieve a balance of both experiential and commercial objectives.
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INTU LAKESIDE LEISURE The
stunning
combination
of
synchronised revolving and rotating LED screens with music, lighting and fountains creates a state-of-the-art spectacle at the new intu Lakeside Leisure content
extension. and
dynamic
Coordinated movement
offers a theatrical centrepiece that excites visitors, elevates tenants and amplifies the intu brand at this new ÂŁ74million development.
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MAKE THE BEST OF WHAT YOU’VE GOT
BE BOLD AND INVEST FOR THE FUTURE
We know that times are uncertain and challenging; cap-ex spend
Undoubtedly, uncertain times bring with them a tendency for
and many new developments or extensions may be put on-
caution in investment. Whilst LED certainly comes with a price tag,
hold, but we firmly believe that retail destinations still have the
its very flexibility as a medium actually makes it a relatively safe bet
opportunity to transform, reinvigorate and future-proof without
for long term returns.
huge refurbishment costs. Content – and indeed strategy – can be changed whenever it suits; It’s possible to make the best of what you’ve got and breathe new
today’s purely engaging content can be tomorrow’s advertising
life into venues through a combination of giant LED canvases
campaign, making LED not just a powerful medium for today, but a
and well-thought out content – while also having the flexibility
technology that can shape relationships with customers for years
and impact to appeal to brand advertisers, therefore generating
to come as retail continues its evolution.
incremental income as you deliver on experience. Essentially, we’re suggesting that retail destinations need to be bold if they want to stay relevant and ultimately survive for the longterm. To find out more visit adi.tv/create.
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SUMMER SCREENS OF
SUCCESS
W
e know from experience that people love watching sport together, and 2020 is set to be one of the biggest summers of sport EVER! From international spectaculars that grace our screens every four years - UEFA EURO 2020 and Tokyo 2020 Olympics – to annual armchair favourites like Wimbledon, Tour de France and Royal Ascot.
We’re already planning for a record number of requests from town centres, regeneration schemes and retail destinations for Summer Screen solutions. They’re the perfect way to draw crowds to the high street or public realm, driving all important footfall and dwell time with the offer of live entertainment, shared experiences and memorable moments.
PROJECT FOCUS: BRINDLEYPLACE, BIRMINGHAM Birmingham’s Brindleyplace mixes business with pleasure; home to large national companies, exciting leisure activities and live event space.During the summer a semi-permanent modular screen is built and branded by ADI, displaying a wealth of live sports fixtures, local advertising, movie nights and musical sing-a-longs - all free of charge to the public. The Summer Film Festival in Central Square is now infamous in the Birmingham area, with plenty of seating for people to kick back, relax and enjoy the outdoor cinema! Brindleyplace also understands the value of supporting its tenants, with free advertising slots for over 30 businesses and retailers on-site.
GIVEN THE HUGE SUCCESS OF THE SUMMER FILM FESTIVAL WE EXTENDED THE CALENDAR TO INCORPORATE A CHRISTMAS EVENT IN 2018, WHICH WAS EQUALLY POPULAR. THE SCREEN COMPLETELY TRANSFORMS THE PUBLIC REALM AND CREATES A VIBRANT, BUZZY ATMOSPHERE WHERE PEOPLE CAN ENJOY SHARED EXPERIENCES WHILE WATCHING LIVE SPORT, NEW MOVIE RELEASES, CLASSIC FILMS OR MUSICALS – AND IT SUPPORTS OUR TENANTS AND LOCAL BUSINESSES BY DRIVING DWELL TIME, WHILE ALSO PROMOTING THEM THROUGH ONSCREEN ADVERTISING.”
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COVENT GARDEN
SPITALFIELDS
FIRST STREET MANCHESTER
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HOW TO COMMERCIALISE? There are multiple avenues for driving revenue and commercial value from your Summer Screen: • Keep it Local – Local businesses or brands can sponsor the Summer Screen, with branding on the structure or on-screen advertising • C inematic - Create an Outdoor Cinema with ticketed film screenings throughout the day and cosy movie nights • A dvertising Angle – Explore the potential to generate revenue from media sales • S creen Snacks - Bring in specialist food and beverage vendors to cater for the Summer Screen audience
FILM SCREENINGS AND MOVIE NIGHTS It’s easy to create an exciting outdoor cinema programme – tempt locals and tourists with familyfriendly films during the day, and action-packed, romantic or scary thrillers come night time.
WHAT DO ADI PROVIDE? •L ED Screen – minimum 6mm resolution, range of sizes available •B ox or chair structure •P lay-out equipment • Training •B asic PA •C all out Service (at extra charge) •B randing (at additional cost based on exact requirements)
FIND OUT MORE AT
ADI.TV/CASE-STUDIES/CITY-SUMMER-SCREENS 23
WINNING
FORMULA
T
he fastest growing sport on the planet is unlike any other in its live experience and delivery. Boasting a calendar of 13 international fixtures across five continents, each season see’s a mixture of established and new locations as E-Prix
hosts - from spectacular capital cities to unique historic settings – and this exciting championship is attracting global attendance in excess of 470,000 and TV audiences reaching 330 million.
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25
The street racing circuits are specially created for each E-Prix,
For Season 6 of the FIA Formula E Championship ADI will work
meaning event delivery partners are not only chosen on the quality
across Ad Diriyah (Saudi Arabia), Santiago (Chile), Rome, Paris,
and performance of their solutions, but the planning, design and
Berlin and London, creating a unique production solution for each
project management skills of their staff. Creating a fully functioning
incorporating impressive amounts of LED screens, supporting
circuit, fan zone and hospitality village in an urban centre in less
structures and fibre connectivity.
than a week is no mean feat!
SEASON 5 - ADI SUPPLIED OVER
3,610 OF LED
A consultative approach has been crucial in ADI’s successful
SQM
delivery to Formula E; we work with the circuit designers and assess existing infrastructure to help create the client’s vision, bringing our innovation in display technology and video distribution to each location.
1. Epoch 15 screen located trackside in Rome 2. 4 step 4mm LED podium, which features at every E-Prix 1.
3. Santiago E-Prix - over 500sqm of LED delivered 4. A d Diriyah E-Prix 2018 - less than 72 hours to install 19 large LED screens 5. Santiago E-Prix 2019, Emotion Hospitality 6. Load-in at Berlin Templhof airport 7. Paris E-Prix - iCONIC 60
2.
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3.
5.
4.
7.
6.
London is set to be the flagship E-Prix of season 6; bringing Formula E back to where it all began in 2014 and creating an exciting finale to the 2019/20 season, with 24 drivers going head-to-head in the historical heartland of East London’s Docklands, we can’t wait!
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ER PA P TE W
HI
DIGITAL SCREENS IN OUR
CITYSCAPES
T
own centres have a civic responsibility to create a
BBC BIG SCREENS: A LESSON LEARNED?
sense of community and bridge the gap between
While the programming broadcast and its relevance to the local
diverse demographics and socioeconomic groups.
community is pivotal, the way screen technology is integrated into a scheme is fundamental.
How can you create a public realm that’s effective in appealing to millennials just as much as baby-boomers, and how does that
The BBC Big Screens project was by far the biggest rollout of large
shape the social infrastructure of town and city centres?
LED screens into British town centres and saw 22 large LED screens installed across the UK in preparation for London 2012. It’s fair to
‘Every day spaces’ should have the ability to accommodate a wide
say it didn’t create the success or positive legacy hoped for.
range of live community events and support shared experiences. This influences the overall design or regeneration of a scheme,
A lack of funding and inspiration for programming post 2012 was
with the space, street furniture and technologies to encourage
underpinned by the fact many of the screen installations were too
congregation and socialisation.
visually dominant within their urban settings.
The integration of digital screens in the public realm can also be
The unfortunate absence of elegant design or consideration to
valuable in bringing people together for shared viewing experiences,
the install location meant that most of the screens didn’t enhance
whether its global sporting events, nationally-important occasions
the surrounding public realm. Many of the large-format displays
or fresh, exciting community content during a live activation by the
detracted from uniquely historic architecture, heritage or public art,
council.
where it should have been the case that their design and visual aesthetic was sympathetic to the surroundings. It could be viewed
In defining a location, careful consideration should be given not
as a lost opportunity to provide future-proof solutions that are
only to the congregational space but also the surrounding area
admired and enjoyed by the local community for many years.
to activate and support local events with leisure and food and Bodies such as English Heritage have been quite damning of
beverage outlets.
the BBC Big Screens project –and rightly so – but it shouldn’t Local consultation is paramount at an early stage and should help
discourage the careful and considered integration of screens into
to shape and define the very raison d’etre of the whole project,
the public realm more widely in the future.
as well as secure vital support within the local community. It’s
28
important that this is an inclusive process that consults across a
Screen technologies and installation techniques have evolved
wide range of age groups and demographics, and that local benefits
remarkably in the last 10 years since the BBC project was unveiled.
are then clearly defined and documented. Reaching out to the local
The knowledge amongst architects of how to best integrate
population can also help to clarify a longer term content strategy,
screens into placemaking has moved on in leaps and bounds;
as well as identify individuals and groups who can contribute to
applying digital technologies in a way that brings an attractive and
help minimise longer term operational costs.
interactive layer to the public realm.
KEY TO SUCCESS
IMAGES 2019
A FOCUS ON SYMPATHETIC INTEGRATION INTO EXISTING BUILDINGS AND THE BENEFITS TO LOCAL COMMUNITY NEED TO BE AT THE CENTRE OF ANY PROPOSAL. INVOLVEMENT WITH LOCAL COMMUNITY GROUPS ACROSS ALL AGE GROUPS CAN HELP TO ENSURE BUY-IN AND DEFINE USE-CASES.
BREWERY SQUARE, DORCHESTER The
60sqm
‘Screen
on
the
Square’ was one of the first elements conceptualised in the scheme, acting as the focal point around which Dorchester’s high-profile regeneration project was designed. Helping create a vibrant cultural, commercial and
residential
hub
in
the
Dorset town, the screen is used every day of the year, with a compelling mix of free to air TV, local advertising and live event broadcast.
THE VISION FOR ST. JAMES’ SQUARE, CHESTERFIELD
On the elevation facing St. James’ Square a large, seamless LED
The historic town, famed for its 13th century crooked spire, has a
canvas will bring a focal point to the amphitheatre-style public
masterplan for its’ Vicar Lane shopping centre and the regeneration
space. The screen will be installed in a way that makes it look like
of neighbouring public realm, St. James’ Square.
the fabric of the building, with retro-fit and curved edges to sit within the existing façade.
Leslie Jones Architects and property fund ALTERIS have joined forces to re-energise the site, and technology is a key feature in the
The plan is to broadcast a wealth of programming; from free to air
plans. Cutting-edge solutions aim to make the customer journey
TV, films and local business promotion to sponsored news channels
more user friendly while enhancing the existing architecture.
and national advertising campaigns.
29
ER PA P TE HI W
PLATFORMS FOR DIGITAL
OUT OF HOME
O
ut of home advertising is an accepted and prevalent
While size, scale and design can vary due to the media owner of
form of commercial revenue for local authorities and
the site, there are some incredible examples of installations that
landowners, and across all urban settings you’ll see
enhance, excite and engage; it’s certainly not the case that all
media sites that adorn street furniture and buildings
media screens should be discouraged in significant public spaces.
or are visible at the roadside. Since media owners will place the most value on high footfall It’s only natural that this channel has evolved given the advances in
and high traffic locations, the busiest public spaces or routes
digital technology, and at last count there were over 11,000 screens
have most appeal and will generate the highest revenues. It’s
sited across the UK.
therefore imperative that while these screens provide standout for the advertisers they are also carefully considered in their design, integration and sensory impact on surrounding location and communities.
KEY TO SUCCESS EARLY ENGAGEMENT WITH COUNCIL PLANNING WILL IMPROVE THE CHANCES OF PROJECT APPROVAL.
THE MOOR, SHEFFIELD Sheffield’s first and only large-format digital out of home site creates impact but is carefully integrated and inset within the contemporary ‘art deco’ style of the scheme.
30
IMAGES 2019
DRAKE CIRCUS LEISURE, PLYMOUTH The new leisure development at Plymouth’s Drake Circus will
feature
a
100m 2 LED
screen on the front elevation. From the earliest design stage the large-format display was a key feature of the scheme, with a bespoke clad surround that ensures the display is a
prominent
element
that
and
dynamic
brings
the
exterior of the contemporary build to life.
CHURCH STREET, LIVERPOOL On the front of the Forever 21 store in Liverpool’s most prominent retail area a large LED canvas has been retrofit above the main entrance to the retailer. The portrait format of the screen fits flush within the
build,
complimentary
to
the architectural styling, while putting big brand advertisers in front of shoppers and visitors to Liverpool.
31
ER PA P TE HI W
ARCHITECTURAL
ENHANCEMENT
T
he places we work, live and play can be an expression
Like an architectural building material in its own right, LED can
of anything at any time, and digital applications
be used on almost any exterior or interior surface; with curves,
allow us to instantly transform our experiences of
creative shapes, complete building wraps, or cladding an expanse
architecture and cityscapes.
of ceiling or feature wall - the opportunities for application are almost endless.
Digital media and LED canvases can communicate at scale and bring life and personality to any surface, instantly establishing
In a new scheme the integration of digital should be done at the
interaction between people and their surroundings.
earliest architectural stage for the best results, especially with regards to planning consent and overall aesthetic. Finding a digital screen provider with experience of similar projects and knowledge of the latest products, installation techniques and creative design solutions will be of huge value if they can bring their
LED IN PARTICULAR IS AN INCREDIBLY TRANSFORMATIVE
expertise to the earliest concepts.
AND VERSATILE SCREEN TECHNOLOGY; SUITABLE FOR BOTH INDOOR AND OUTDOOR ENVIRONMENTS IT CAN BE USED IN A NUMBER OF CREATIVE WAYS TO HIGHLIGHT ARCHITECTURAL ELEMENTS, RE-ENERGISE UNLOVED SPACES OR CREATE EXCITING NEW CHARACTERISTICS TO THE PUBLIC REALM.
KEY TO SUCCESS GREAT CONTENT WILL DEFINE SUCCESS OR FAILURE – NOVEL, UNEXPECTED CONTENT CAN BE AS POWERFUL AS BRIGHT, IMPACTFUL CONTENT. ENSURE YOU’VE CREATED A PLATFORM THAT ALLOWS CREATION BY THIRD PARTIES TO ENSURE LONG TERM SECURITY. IT’S VITAL TO CHOOSE AN EXPERIENCED PARTNER WHO CAN PROVIDE HARDWARE, CONTENT MANAGEMENT AND CREATIVITY.
32
IMAGES 2019
110 HIGH STREET, BOSTON This
example
from
the
US
highlights beautifully how a formal, corporate scheme can be injected with personality and playfulness; with a seamless super wide LED screen bringing a sense of fun and personality to
an
otherwise
traditional
office block.
FEN COURT, LONDON The
ceiling
of
this
secret
passageway in the City of London is transformed with over 180sqm of LED. The screen disperses atmosphere
and
ambience
around the enclosed space, with artistic seasonal themes and live media.
33
ER PA P TE HI W
DYNAMIC AND EVER-EVOLVING
PUBLIC ART
W
hile static sculptures and public artworks may capture attention and generate excitement, their long-term appeal for local populations in flux or a challenging high street is uncertain. While initial interest generates footfall and traffic to a new project this
can quickly die away, and with it the genuine engagement and public draw to the surrounding cityscape. By commissioning artworks that are bold and innovative in their use of digital technologies the value that can be driven for the long-term is significant. The artwork takes on a new dimension every day, week, month; whenever content is changed.
DIGITAL ART IS CAPABLE OF AUDIENCE INTERACTION AND CONTINUAL EVOLUTION TO KEEP IT FRESH, SEASONAL AND RELEVANT, AND ULTIMATELY DELIVER UNEXPECTED MOMENTS OF EMOTION, JOY AND DELIGHT FOR THE FUTURE.
MARRIOTT LA LIVE PREMIER Launched as the full-motion art piece in Los
KEY TO SUCCESS
AN ONGOING CONTENT AND PROMOTION STRATEGY THAT REACHES OUT TO AND HEAVILY INVOLVES THE LOCAL COMMUNITY IS VITAL TO THE SUCCESS OF PUBLIC ART PROJECTS.
34
IMAGES 2019
Angeles, this content-diverse canvas features art produced and curated in-house.
THE BEACONS, LEICESTER With a brief to create something playful, engaging and interactive for the public realm, The Beacons deliver on every level and are a truly landmark project. The seven towering LED totems with in-built sensors have created an immersive digital sculpture in St. Peter’s Square outside Highcross Leicester; a dynamic public art experience that draws people to it and that offers genuine engagement. The 3-metre high columns are an ever-evolving sculpture and crucially a canvas to showcase local arts, charities, creatives and culture. The fundamental success of the award-winning project was the close partnership between the LED provider (acting as Principal Contractor) with the Studio of Cinematic Architecture and Levitate Architects practice, in order to turn their initial concept into a living piece of art.
CHICAGO 150 MEDIA STREAM A 45 metre stretch of LED ‘blades’ brings together light, colour and movement to display the work of rising international and local artists on a grand scale.
35
BRINGING BRANDS
TO LIFE
I
n an increasingly digital world, experiential marketing is
Whilst people certainly aren’t ditching their phones, they’re
proving popular with brands who are keen to connect with
increasingly keeping them in their pockets in favour of living the
people in the real life.
moment – particularly at events.
In parallel with this, consumers are showing a growing appetite to
This presents a whole host of opportunities for brands wanting to
prioritise experiences over material wealth. Recent research from
connect with audiences in the real world. And technology can help
Barclaycard reveals that more than half of consumers would rather
– display technology in particular.
spend on a good experience than material possessions*. Some of the best brand activation examples we’ve been involved with are those where brands have placed emphasis on creating an experience over simply shoving their logo in people’s faces.
PROJECT FOCUS: SAMSUNG GALAXY S10 LAUNCH ROADSHOW Whilst this article might have opened by extolling the virtues of forgetting the phone in favour of living in the moment, we actually played a role in helping global mobile phone brand, Samsung, tell the world (or Ireland at least) about their new Galaxy S10 when it launched in 2019. But with new mobile phone announcements becoming consumer events in their own right, we were more than happy to eat our words and support Samsung, via Verve, The Live Agency, to extoll the virtues of their new handset.
Our iCONIC H comes into its own with this kind of brand activation event, which toured all over Ireland. Quite unique in its functionality, this pop-up container sized unit is spread across three floors and is equipped with the latest display technology. Brand activation can be defined as an event that creates an engaging, inclusive, experience which allows consumers to build affinity with a brand. Surely nothing does that more in the product lunch context than allowing consumers to get hands on with that very product. The iCONIC H helped Samsung achieve that in a really dynamic way – drawing shoppers in with stunning content, which centred around lingering closeups of the stylish new handset, whilst then allowing consumers to get up close with the new technology.
36
IMAGES 2019
PROJECT FOCUS: RED BULL CLIFF DIVING
When the event came to Dublin, our screens were there to amplify the experience for the 145,000 strong audience. When any event
No doubt about it, Red Bull are masters at brand activation. They have become the shining example of exactly how to create events that people are drawn to – all whilst aligning their brand with the edgy, courageous, and sometimes death-defying moments they create.
attracts this volume of people, you really need to make sure they feel part of the experience - especially when that experience impacts on how consumers feel about a brand. That’s where our display technology plays a big part – with 2 x iCONIC 100’s magnifying the action for spectators who are some 200 metres away.
Not quite death-defying, but coming pretty close, Red Bull’s cliff diving tournaments are nothing short of spectacular. Attracting the world’s bravest free diving athletes, the event travels the globe, attracting spectators in their millions.
37
PROJECT FOCUS: WOLVERHAMPTON WANDERERS – DIGITAL STADIUM When it comes to brand activation in sport, top-tier football is on a completely different level to anything else – in Europe at least. In a sport that has no trouble attracting international brands, all vying to align themselves with the glamour associated with the Premier League, it can be difficult for them to cut through the clutter and get the recognition they demand. As a stalwart of the Premier League – off the pitch that is – we’ve been helping clubs find new ways of delivering value for their top tier partners since the league was born in 1992. One example of that is how league newbies, Wolverhampton Wanderers, have been using technology to, arguably, upstage some of the more established names in the game.
Wolves installed a new two-tier perimeter LED system ahead of their first campaign back in the top flight. On the face of it, nothing all that special, until you realise the club can use it to supersize the messages their partners deliver to the global viewing audience. The technology makes it possible to seamlessly stretch sponsors’ content across two parallel perimeter LED systems – effectively doubling the height of the advertising display seen by the TV audience. But the system hasn’t been designed solely for advertising – it’s a crucial part of the pre-match build up. Wolves’ lightshow has quickly become a shining example of how to create feverlike anticipation in the run up to kick off, with Forbes magazine citing it as a lesson from which more established Premier League clubs could learn. The screens, (double) perimeter, LED ribbon, and stadium lights all combine with music and fireworks to create a spectacular lightshow that has become an event in its own right.
38
IMAGES 2019
PROJECT FOCUS: BORUSSIA DORTMUND – INTERNATIONAL BRAND PLATFORM Sticking with the football theme, and continuing to shine the spotlight on how brands use perimeter LED technology to activate their partnerships, Borussia Dortmund is a pretty unique case. Being a global mega-brand, Borussia Dortmund, is an attractive prospect for many international brands. With this in mind Borussia Dortmund realised the value of our new Virtual Hybrid technology, which makes it possible to change the perimeter content seen by different viewing audiences around the world. It means fans in the stadium see traditional LED content, whilst viewers watching the same match in different countries see brand content tailored to their region. It’s hugely impressive when sitting in the Bundesliga’s broadcast operations centre and watching multiple live
The technology presents a huge opportunity for brands to effectively target audiences in different regions – either cherry picking the countries of interest, or changing their message for consumers in different countries. Whilst this has masses of potential for driving new revenue for clubs using the technology, we mustn’t forget about the fans in the stadium. Life is all about experiences after all. Using virtual replacement technology such as this, which was developed with our partners, Supponor, means content on the LED displays seen in the stadium is freed up. It means the club could replace advertising seen in the stadium, with more engaging or interactive content solely for fans in the stadium. Creating a sense of exclusivity, fans in the stadium would see perimeter boards displaying live match stats or social content.
streams of the same match being delivered to different countries – all featuring different content on the perimeter system of the same live match.
What these examples show us, more than anything, is that there is a trend towards using technology to actively engage audiences with the moment, encouraging them to ditch the distractions and focus on what’s in front of them. In so doing, huge opportunities are created for brands who, thanks to having a captive audience, can more effectively align their brand with the events in which they’ve invested.
39
CLIENT FOCUS:
GOODWOOD
M
ention Goodwood and what’s the first thing that
As well as helping racegoers see the action, our technology
comes to mind? Chances are horseracing won’t
provides an incredibly powerful platform for brands, with over 133
be far from the top of your list. Qatar Goodwood
linear metres of LED digiBOARD placed along the final furlong to
Festival or ‘Glorious Goodwood’ is one of the
offer a huge brand presence to reach the global TV audience.
highlights of the sporting calendar, attracting over 100,000 visitors from all over the world.
FESTIVAL OF SPEED
Goodwood’s Festival of Speed is arguably the most exciting event If racing isn’t your thing, however, it’s fairly likely you’ll be familiar
in the calendar for motor enthusiasts in the UK, with record crowds
with the venue for hosting the Festival of Speed – an event that
of more 200,000 attending each year.
is the stuff of dreams for anyone with a thirst for supercars. Goodwood Revival might be another event that springs to mind
That’s a lot of people to please. Our screens help do that by giving
– an event that celebrates the nostalgic glamour of the classic
everyone a view of the action – particularly trackside.
motorcar. It takes two days to get all of the screens in place, so it’s quite a No doubt about it, Goodwood has something for everyone. More
task, but one we relish. Our fleet of mobile screen trucks comes
than a venue, Goodwood is an estate rich in history. The Duke of
into its own, with our enormous iCONIC 100’s and iCONIC 120
Richmond has been hosting horseracing events here since 1802.
superwide screen magnifying the racing for all to see, whilst our smaller screens pepper the grounds to provide coverage across
It’s with enormous pride that we’ve been helping the estate host
the vast site.
these popular events for many years – providing our display technology to enhance the experience for spectators – whatever
GOODWOOD REVIVAL
their passion.
Visitors to Revival take a step back in time to a golden age of motoring. It’s a special event, unlike anything else in the world.
HORSERACING
Every year we provide over 60 mobile screen trucks for racing events
Enthusiasts who attend the three day event tend to throw
at Goodwood. Big screens in racing have become an essential part
themselves into the spirit of it by donning the fashions and props
of the experience – allowing racegoers to get that all important
of the past.
view of the finishing line, regardless of their position on the course. And when our 13 giant screens roll into place there’s a meeting of This year Goodwood installed a new permanent 60sqm LED display
two worlds: the pinnacle of motoring technology from a bygone
- one of the biggest screens installed in European horseracing. Its
era, paraded in front of a backdrop of the best display technology
custom design, engineered specifically for Goodwood, allows it to
from the present.
be positioned at different heights on a telescopic mast, and rotate to face any direction on the course.
Whilst LED screens aren’t all that in keeping with the celebration of nostalgia, they play a vital role in the enjoyment of the event for the
It gives the team at Goodwood the ability to position it to face
visiting crowds, particularly the outdoor Sky cinema which used an
different areas of the course to suit its wide-ranging calendar
iCONIC 60 to play classics like Grease.
of events. That means it can serve more of the course’s regular events, as well as offering a platform to host new ones such as family movie evenings, or screenings of major sporting occasions.
40
IMAGES 2019
GOODWOOD REVIVAL
FESTIVAL OF SPEED
HORSERACING
42
IMAGES 2019
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
EVENT SNAPSHOTS 1. Aquaman UK premiere, Leicester Square - iFLY 25
9. Norwich City FC beam-back - iCONIC 25
2. Burghley Horse Trials - iCONIC 12
10. Paris Marathon - iCONIC 100
3. Burghley House Concert - iCONIC
11. Goodwood Revival - iCONIC 60
4. Eschborn Frankfurt - 4.8mm modular
12. Royal Norfolk show - iCONIC 100
5. Goodwood Festival of Speed - iCONIC 40C
13. Saracens Rugby- iCONIC 25
6. Salisbury Christmas Lights Switch-On - iCONIC 25
14. London Fashion Week - 4.8mm Modular
7. Great North Run - iCONIC 120 SW
15. Twinlakes Outdoor Cinema - iCONIC 40
8. NorthWest200 - iCONIC 100
43
STADIUM
CONSULTANCY
H
ard to believe it now but, not all that long ago, the pinnacle of a stadium commercial platform was the placement of a few dozen branded static boards around the perimeter of the pitch, field, or court etc.
Step into any leading stadium around the world now though and it’s a completely different story.
Whilst we clearly have a vested interest in promoting the virtues of digital display technology, the demand for it is really coming from
The world has moved on from plywood boards – and for good
brands and fans.
reason. The revenue a club can generate from static pitchside advertising is finite. Introduce a digital perimeter display however,
From a fan perspective, whilst nothing quite compares with the
and not only do you suddenly increase the number of commercial
feeling of actually being in the stadium, fans in the stands are fairly
partners you can accommodate, but you can give them a platform
short-changed when compared with the home viewing experience.
that has a vastly greater impact.
TV coverage is now so advanced that fans can sit on the sofa, watching the game from any angle, whilst being fed all the stats
That’s the kind of conversation we were having with football clubs
behind the action playing out in front of them.
in the Premier League 15 years ago when we first introduced perimeter LED technology to UK sport.
Clubs like Wolverhampton Wanderers, Wasps, Worcester Warriors are all making moves to redress the balance though and bring the
The conversation has moved on now though. Pretty much
home viewing experience into the stadium. We’ve been helping
everybody understands the value of digital display technology,
those clubs, and numerous others, to upgrade their venues with
but with the proliferation of digital within the stadium, it’s more
display technology and content tools that enhance the matchday
important than ever that clubs and venues understand how to best
for fans in the bowl.
utilise the technology. Likewise, a club’s commercial partners have many more options That’s where we help. We’re not just a manufacturer of LED displays
available to them than they once did. Once upon a time sport
who install a screen and walk away. We can do that, of course, but
sponsorship was pretty much the only way a brand could reach
to do so doesn’t really make the best use of our strengths.
their target audience at scale. Now though, in an increasingly digital world, brands have more options than ever for how they
When you’ve been delivering stadium display technology for 20-
invest their budgets to achieve the same results.
plus years, you bank a heck of a lot of knowledge. And it’s that knowledge that helps us deliver more value for the clubs and
Digital technology in the stadium allows brands to interact with
venues we work with.
their audiences – both at home and watching on TV. But simply having the tools and the technology in place isn’t quite enough – it’s how clubs use it that really makes the difference to their bottom line. We’re able to help our customers achieve the best results when we’re involved from the very start – working closely together to define the best digital display solution to meet their needs, whilst also collaborating to determine how that platform can maximise revenue.
44
IMAGES 2019
ROI is king. Even if the primary purpose is to engage fans
And we’ve been there to help them – listening to their objectives
and enhance their experience, it’s crucial that any new digital
and bringing a fresh perspective, combined with knowledge of the
infrastructure investment can drive a financial return.
technology, and an understanding of the market.
Without a doubt, clubs and venues achieve significantly greater
There’s an entrepreneurial spirit that runs through ADI’s business
revenues when they think about display technology as a holistic
and, with that, comes an inherent desire to challenge convention
platform, rather than each in isolation. By considering the
and think differently about how technology can be used for our
technology as a stadium-wide brand activation platform, clubs are
clients’ gain. We’re fortunate enough to have some incredible
able to define partner programmes that deliver a much greater yield
customers who constantly push us to do exactly that.
than simply thinking about each display as a separate advertising channel. We’ve seen clubs in the EFL Championship, the division below the Premier League, increase revenue by over 1,700% when doing exactly that. Their revenues from the technology are even larger than those clubs in higher divisions. They’ve achieved this by ripping up the rule book and thinking about the way they commercialise the tech differently.
RICOH ARENA – STADIUM-WIDE DIGITAL INFRASTRUCTURE
In addition to providing a huge 188sqm superwide LED screen for Rugby Union club, Wasps, we worked together to install a venue-wide installation, encompassing multiple digital displays, which could deliver content in different zones around the stadium. The purpose was to provide a platform through which Wasps could engage with fans from the moment they arrive at the Ricoh Arena – enhancing the experience for visitors and creating much more value for commercial partners.
45
RIVERSIDE STADIUM – BUSINESS CLUB PLATFORM
Like most football clubs outside of sport’s top tier, Middlesbrough Football Club faced a challenging commercial environment; competing for sponsorship revenue in a hugely competitive market. Sponsorship platforms in sport have radically evolved over the past decade, with more venues adopting digital technology to activate partnerships. Recognising the need to create a more compelling digital platform in order to drive more revenue, Middlesbrough understood the need to invest. The challenge in Boro’s case however, was that the traditional model for commercialising digital perimeter LED, which relies on huge television audiences, would not be viable outside of the Premier League. Therefore a completely new commercial model was needed. We worked with Middlesbrough to deliver a stadium-wide digital
The results were impressive:
2000% INCREASE
IN MEDIA YIELD
47% INCREASE
IN CLUB PARTNERSHIP INCOME
16% INCREASE
IN COMMERCIAL PROFIT
2X INCREASE
IN THE NUMBER OF COMMERCIAL PARTNERS
platform that completely transformed the club’s commercial proposition - creating a platform that added huge value for brand
Proving so successful, the club later extended their digital platform
partners on a national and local scale, and enhanced the experience
to include LED ribbon to increase the inventory available for
for fans within the stadium.
commercial partners, whilst using it as a platform to interact with fans using stats and social content.
At the heart of the solution was a perimeter LED display, which was underpinned by a new Business Club model which offered a range of packages for commercial partners, large and small.
46
IMAGES 2019
SIXWAYS STADIUM – BUSINESS CLUB PLATFORM
Since delivering the first ‘Business Club’ platform for Middlesbrough Football Club, we’ve since worked with around 10 other clubs and venues to apply the same line of thinking. Whilst it’s certainly not a one-size-fits-all approach, the principles of the model are generally the same – to create a powerful digital platform with a range of commercial options for brands of all sizes. That’s exactly what we’re doing with Gallagher Premiership team, Worcester Warriors, who are transforming
the
way
they
commercialise
their
stadium. In addition to installing two new giant LED screens, Warriors have installed two digital ribbons which connect the screens. The result is a complete digital transformation of their South Stand, which provides opportunity to attract new commercial partner and change the way the club interacts with fans on a matchday.
47
2019 EUROPEAN GRANDS PRIX
IN NUMBERS
O
ver the course of 2019 we’ve strengthened our position in European F1; A record amount of LED at Silverstone, a new contract with French Formula One and screens for the German, Belgian and Austrian Grand Prixs.
OVER
72
2,800SQM
SCREENS
OF LED
48,028 KMS COVERED
OVER
WHAT CONTINUES TO IMPRESS US ADI
IS
THEIR
PASSION
TO
ALWAYS EVOLVE AND ENHANCE THE SERVICE THEY DELIVER AT THE CIRCUIT, KNOWING THE POSITIVE IMPACT THAT HAS ON OUR VISITORS AND FANS, AND HELPING ESTABLISH SILVERSTONE AS THE BEST SPECTATOR EXPERIENCE IN FORMULA ONE AND MOTORSPORT. IT’S NOT JUST ABOUT NEW, INNOVATIVE SCREENS
THAT
OFFER
SOMETHING
EXCITING AND DIFFERENT, IT’S THE COMPLETE SOLUTION AND THE CAN-DO ATTITUDE OF THE TEAM. - SILVERSTONE CIRCUIT
48
IMAGES 2019
ADI STAFF
10,000 KM FIBRE BRITISH GRAND PRIX
ABOUT
64
18 ICONIC 100’S
AUSTRIAN GRAND PRIX
BRITISH GRAND PRIX
BELGIAN GRAND PRIX
FRENCH GRAND PRIX
2019 WAS THE 60TH EDITION OF THE FRENCH GRAND PRIX, AND ADI HELPED US
MARK
THE
OCCASION
WITH
A
QUALITY AND QUANTITY OF SCREENS NEVER SEEN BEFORE AT CIRCUIT PAUL RICARD. ADDITIONALLY, THEY HELPED US UPGRADE THE FIBRE SOLUTION ACROSS THE SITE FOR A FAR GREATER VIEWING EXPERIENCE FOR THE FANS. - CIRCUIT PAUL RICARD 49
GOODWOOD TURNS HEADS WITH ROTATING
LED SCREEN
G
oodwood Racecourse, the home of some of horse
The design offers a much more flexible solution than a traditional
racing’s most iconic events, has installed a new high
screen, giving Goodwood the ability to position it to face different
resolution rotating LED screen, designed to enhance
areas of the course to suit its wide-ranging calendar of events.
the visitor experience.
That means it can serve more of the course’s regular events, as
Of course, big screens in horse racing are nothing new – we
well as offering a platform to host new ones such as family movie evenings, or screenings of major sporting events.
provide dozens of our huge mobile screen trucks for Goodwood, along with courses across the UK/Europe, every year. But this is
The screen’s unique design allows it to be lowered out of sight,
Goodwood’s first permanent display – designed and installed by
below track level, when not in use. This was a key consideration
our expert team.
during the planning process, given Goodwood’s exposure to high winds, and its position in an area of outstanding natural beauty.
The giant 60m2 display is one of the biggest screens installed in European horseracing. Its custom design, engineered specifically
At full height, the screen’s mast is nearly 20m tall (or 197 hands for
for Goodwood, allows it to be positioned at different heights on a
those familiar with the equine form of measurement) Either way,
telescopic mast, and rotate to face any direction on the course.
it’s pretty tall. The reason for this is that the screen needs to be hidden from sight when not in use and have the ability to shelter from the considerable winds that hit the Sussex Downs from time to time.
50
IMAGES 2019
Goodwood Racecourse General Manager, Alex Eade
WE PRIDE OURSELVES ON HAVING THE MOST BEAUTIFUL RACECOURSE IN THE WORLD AND, WITH THAT, COMES A RESPONSIBILITY TO DELIVER AN EXPERIENCE TO MATCH. BIG SCREENS PLAY A VITAL ROLE IN ENHANCING THE RACEDAY FOR OUR VISITORS, AND WE’RE DELIGHTED TO HAVE PARTNERED WITH ADI TO INSTALL A NEW PERMANENT DISPLAY. WE HAD A UNIQUE SET OF CHALLENGES RELATED TO THE PROPOSED POSITION AND FUNCTIONALITY OF THE SCREEN BUT, UNDER ADI’S EXPERT GUIDANCE, WE WERE ABLE TO OVERCOME THOSE CHALLENGES AND WE’RE VERY HAPPY WITH THE RESULT. “WE’RE LOOKING FORWARD TO DEVELOPING CONTENT FOR THE BIG SCREEN THAT WILL DELIGHT AND ENTERTAIN OUR VISITORS – BLENDING RACING ACTION WITH STATS, LIVE ODDS, INTERVIEWS, PARTNER CONTENT AND FEATURES FROM ACROSS THE COURSE. THE FACT THE SCREEN CAN MOVE TO FACE DIFFERENT AREAS OF THE COURSE MEANS WE HAVE REAL FLEXIBILITY FOR HOW WE USE THE SCREEN FOR DIFFERENT EVENTS THROUGHOUT THE SEASON.
The giant new screen was unveiled at Goodwood’s Opening Saturday racing fixture in May and will be in action again for every major event, including the flagship Qatar Goodwood Festival in July, which attracts well over 100,000 visitors. The team at Goodwood really seem to recognise the importance of investing in their digital platform in order to deliver value for partners. The installation of the new screen comes after years of delivering LED display technology for Goodwood. Working in partnership, we’ve really pushed the boundaries in racing. As explained in a previous post, Goodwood was the first to introduce digital furlong signage to deliver value for their sponsors. Now Goodwood is one of the first to install a permanent trackside screen, with the aim of enhancing the experience for spectators whilst increasing exposure for high-value sponsors. Learn more about our sports venue solutions at www.adi.tv/sport
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COMMERCIALLY
CREATIVE
A
t this year’s Revo Conference & Exhibition ADI
START WITH THE PLATFORM
demonstrated
digital
We started with the platform itself – the “Revo Towers” where
platforms that give brands the opportunity to
an unusual installation which bears more in common to an art
promote to consumers without compromising on
installation than a shopping centre big screen. At first glance it
high
impact,
interactive
engagement and creativity.
looks fairly challenging to brand managers that might think in billboard-shaped ideas, but with only a little thought and a dose of
As the annual conference for the retail destination and placemaking
creativity you can start to create something with far more impact
market, Revo is the place to go to connect with the people that
than a 48 sheet digital billboard could ever hope for.
make the key decisions at UK’s biggest retail destinations. In fact, in many ways the canvas was far easier to create for than Following the splash ADI made at the 2018 show with a giant 4K
the traditional 16:9 ratio. With a mixture of columns broken up by
portrait screen that spanned the entrance to The Cinema conference
four main “Action” screens, it created natural spaces for activity and
space, our aim in 2019 was to deliver similar impact but, with an eye
branding. The regular blank spaces between the columns actually
on the both the creative and financial challenges currently facing
create a canvas in their own right, with our brain naturally filling in
the industry, our theme this year was “Commercially Creative”.
the content in a way it’s familiar with, adding a depth and sense of windowed enclosure that comes through especially strongly on
WHY COMMERCIALLY CREATIVE?
simple natural landscape content.
It’s the idea that you can create great, engaging content that also has a commercial message.
CONTENT IS KING
One of LED technology’s major benefits is its flexibility to adapt Engagement and commercial value aren’t mutually exclusive
to different uses and requirements, so it was important to us to
and that ideally if you can achieve both you create a far stronger
demonstrate not just creativity but variety. Our library of content
advertising proposition and type of organic amplification that is
covered everything from the surreal to more direct promotional
gold dust to brands.
content, most of which carried a supporting brand message.
Importantly, it also recognises the commercial challenges faced in
We also put interactivity at the heart of the content, with a number
the industry at the moment and ensures that premium advertising
of different reactive examples developed by our in-house team.
can help to offset investments made in showpiece digital platforms.
“Haunted Portraits” featured portraits that reacted as people walked by whilst “#RevoSelfie” was a live Snapchat wall that allowed delegates to change their filter by swiping their arm and an above-the-head wave took a photo that could then be printed out for them to keep.
So, Commercially Creative content should:
ENGAGE WITH CUSTOMERS AND ACTIVATE COMMERCIAL PARTNERSHIPS
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IMAGES 2019
We also collaborated with a couple of other companies to bring further interactivity, not only to the Towers Screen, but also to the other ADI screens throughout the show.
The iCONIC 120SW acted as the main informational point for the show and included an ADI-provided social wall on the wings. It also acted as a giant AR wall at various times!
MAKING COMMERCIALLY CREATIVE CONTENT INTERACTION = CUSTOMER ACTION
Traditionally, on-screen content was all about consumption. Whether you watched your television or went to the cinema, you went to be entertained; it was a one-way transaction. Computers and games consoles brought a fundamental change to that paradigm as our screens became an interactive experience, but the explosion in smart phones has sparked a revolution in interactivity. The average person now spends around 3 hours a day interacting with a screen in their hand; it’s become an absolute cornerstone of everyday life. But as the screen in our hand gets smarter, the screens that surround us in everyday life still focus primarily on consumption. In particular, the vast majority of digital out of home advertising still very much focuses on the traditional model of eyes on screen
START WITH THE WOW – COMPLETE WITH THE CTA
With any content on a canvas like this, you’ve got to start with the WOW. Drawing customer attention is the most important element – only when you’ve achieved that can activation happen. Today’s consumers are well aware of the part that advertising plays in their life and are adept at automatically tuning out from it. By piquing interest with unexpected, unusual and fun content you’re opening minds and setting the stage to accept brand association. Like every good creative, the Call to Action is vital – but a digital, interactive platform brings new possibilities for engagement and activation through social channels. Success isn’t always measured in sales, but also in amplification across social channels, so a CTA to share beyond the walls of your venue can help to spread the message far and wide.
* HTTPS://WWW.CAMPAIGNLIVE.CO.UK/ARTICLE/INTERACTIVE-FUTURENEED-KNOW/1593860
based on footfall and traffic in the area. Adding interactivity can take engagement and conversion to the next level - in fact, it could be over three times more effective as passive advertising*. Anything that requires some sort of contribution from your viewer – whether that’s with their phone or a physical interaction – will ensure greater impact and greater engagement with the brand.
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55
CYCLING
PROFICIENCY
T
here’s no denying our growing expertise in European cycling – our screen solutions are essential to the spectator experience and sponsor activation at some of the most watched UCI Tours in the calendar.
As cycling sky-rockets in global popularity its fans are flocking to
Our ability to deliver the right solution is helped by the huge range
watch the events live, which see’s us supply the start lines, fan
of mobile and modular LED screens on-fleet, there’s something to
zones and finishes across France, Germany, Norway, Belgium and
suit every outdoor location, audience size and production brief.
the UK – with God’s own county hosting some notable events of its own!
Here are some of 2019’s highlights:
TOUR DE FRANCE 3365.8KM - ICONIC 40C - ICONIC 15 - 4 X MODULAR 4.8MM SMD SCREENS - P LUS FOR THE FINAL STAGE ON THE CHAMPS-ÉLYSÉES – 8 X ICONIC SCREENS
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DEUTCHLAND TOUR 717.5KM - ICONIC 40C - 2 X 4.8MM SMD MODULAR SCREENS
ARCTIC RACE OF NORWAY 687KM - ICONIC 60 STAGE
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UCI 2019 ROAD WORLD CHAMPIONSHIP YORKSHIRE, GB 260.7KM - ICONIC 40C - ICONIC 25
ESCHBORN FRANKFURT DER RADKLASSIKER 187.5KM - ICONIC 40C - ICONIC 25 - ICONIC 15 - 1 X 4.8 SMD MODULAR SCREEN
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