VTech Technologies Canada, the maker of electronic learning products, is using interactive digital floor projections in Toronto area malls as part of a holiday campaign from Genesis Vizeum.
Mall walkers can interact with the projections by “moving” puzzle pieces or bubbles away to reveal a VTech product shot.
The installations are placed near each mall’s visiting Santa and stores selling VTech products. A banner underneath each projection tells consumers where in the mall the products are for sale. Montreal-based Rouge Media Group provided the screens.
The goal is to help VTech develop brand loyalty with parents of children six months and older, said Colleen Ward, account director at Genesis Vizeum’s Vancouver office.
“We really wanted to have something that made an impact and was interactive… and having children have the chance to interact with different screens to reveal the product,” she said.
“This is a great, creative opportunity to get our brand interacting with parents and children in a relevant environment,” said Gordon Chow, president VTech Technologies Canada, in a release.
The effort also includes TV, magazine, online, advertorials, contesting, sponsorship and e-newsletters. Genesis Vizeum developed the creative in collaboration with each media partner.
“We believe to be most successful we need to interact with moms on many platforms during their everyday activities like shopping, watching TV and online,” said Ward.
