Empty retail space in West Quay used for Monster shopper interaction

Projection Advertising delivers 3D projection mapping to promote new Monster headphones Installation for DNA headphone range enthrals shoppers in Southampton Projection Advertising, the UK’s leading projection specialist, has announced details of an ingenious installation promoting Monster’s high quality DNA Headphone range – the “next generation of headphones” – at the West Quays shopping centre in Southampton. Monster is the world’s leading manufacturer of high-performance headphones.

The installation, built into the window of an empty retail unit and utilising Projection Advertising’s proprietary AdCubes, provided shoppers with the opportunity of engaging with the headphones via a touch-screen. An app allowed shoppers to pick their favourite colour of headphones, triggering audio reactive artwork on the AdCubes, including brand logos and music videos. The app provided Monster with the added advantage of a counter, recording the number of times each colour was selected.

To tie in with Monster’s relationship with Viacom, home to the world’s premier entertainment brands, a competition was also included in the window display installation. A lucky winner and their friend will attend the MTV European Music Awards in Amsterdam in November. Details of how to win were visible on the window display.

“3D projection mapping is incredibly eye-catching and that’s what makes it perfect for brand engagement – in this case with added market research!” explains Tom Burch, MD of Projection Advertising. “AdCubes is a unique solution providing highly professional results, and when combined with a touch-screen as it was here, it allows for the collection of valuable market data. The DNA headphones deserve the best-possible retail marketing engagement tool, and our solution was a unique and eye-catching way of encouraging consumers to interact with the brand.”

AdCubes is an easy-to-setup video-mapping installation based on a stacked box structure. The cubes can display various forms of video such as a pre-rendered content, audio reactive scenes and social media elements such as tweets. This creates a no-fuss approach to mapping whilst maintaining the same levels of control one would expect to see within a live show. The control panel system contains all of the tools needed and is designed to be used by the less tech-savvy.