Cheil Worldwide has launched the latest form of digital outdoor branding, Media Poles, in downtown Seoul in Korea. These poles are basically free-standing, tall vertical structures with digital displays meant for advertising and other functional purposes.
This latest technology has been executed in the heart of Seoul's busiest financial district, Kangnam. Located along the roadside of the Kangnam Main Road, there are 22 such poles measuring 12 meters in height and two meters in width, which stand at intervals of 30 meters.
The poles will provide information to Seoul citizens in an interactive and visually fashionable way. Some of their functions include a photo mail service with motion camera function, which can express various effects; digital games; digital voting; search for public transportation systems; and search for movies, books and music titles. These expensive poles provide services in English, Chinese and Japanese.
The LED screens of the poles can also display images of digital art, photography, graphics, lighting sequences and more.
Current advertisers on the Media Poles include Samsung Anycall and a local restaurant, VIPS Salad and Steak.
The information on the poles will change continuously, informs the company. The fixtures will be operated by KT (Korea Telecom), while Cheil will be responsible for content production.
For the record, Cheil Worldwide Inc., an affiliate of Samsung Corporation, has been ranked as the 16th largest agency in the world by Advertising Age. Established in 1973, Cheil has 33 operations in 28 countries, and employs more than 1,300 people. In December 2008, Cheil acquired a 49 per cent stake in Beattie McGuiness Bungay, a top London-based creative agency.