Crime: Running winter olympics videos while promoting the spring
sneakers collection!
I just couldn’t believe my eyes. Mild Friday afternoon and favorite
window-shopping hours were completely ruined by this outrageous sight.
On pretty comfortable 23degrees, and chased by conscience because of
my low fitness level, I stepped into one of many sports’ equipment shops
in Niederdorfstrasse. Only blind would have missed the huge promotion
that was guiding the attention of the buyer to the separate room. Yes,
sneakers’ spring collection was there! As a typical consumer with bad
conscience, I followed the signs obediently, and ended up infront of
around 100 new examples. The room was small, obviously dedicated to
promotions only. The highlight of the room were the two Samsung screens,
running the advertising content… or, at least, I believe it was the
idea… But, instead of promotional videos, filmed in greenery, with
spring look&feel – the highlight of the room was running the videos
from winter olympics. Instead of the green, spring feeling, one felt
like going back to winter jacket. Should we emphasize the importance of
the content
that the digital signage networks are running? Hereby, I am nominating
this example for the Digital Signage in Retail Flop of the year!
