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For the past two weeks, a stray dog has been displayed on an electronic billboard in the Westfield Stratford shopping centre in England. The stray dog, named Barley, was part of an RFID ad Ogilvy ran for the Battersea cat and dog family.These technologies are provided by Intellifi andRFIDThe consultancy RFIDiom was responsible for the installation.
The campaign was run by Ogilvy & Mather “Experience Designer” William Godfrey. Godfrey explained that Ogilvy is a fan of Battersea, so the company has been thinking about how to use technology to bring stray animals to the public in a memorable way. He said: “RFID technology seems to be the best technology to digitally present stray animals to the public. Ogilvy and Mather also considered other technologies, such as cameras. But ultimately decided to use RFID technology because it can make the process more seamless and automatic. .”
(This billboard in Battersea features images of stray dogs towards the location of the nearest consumer)
Battersea cats and dogs find homes for around 7,000 animals each year, some housed outside the UK. The non-profit organization has a 156-year history, including 150 of which have been located near the Battersea Power Station. Claire Fishersmith, marketing manager for Battersea Cats and Dogs, said the organization liked the idea of the Ogilvy campaign and thanked Ogilvy for the donation.
Eric Jones, general manager of RFIDiom, said he also loves animals. When Ogilvy and Mather proposed using RFID technology to show consumers pictures of pets, and when it was completed within two weeks, Jones accepted the task. This project was different from the company’s typical RFID projects (including document tracking, supply chain management and industrial traceability solutions), but RFIDiom enjoyed the challenge.
For Battersea and Ogilvy, the biggest challenge is delivering the right content. They wanted to show an actual unremarkable dog. In the end, they chose Barley, who was rescued and adopted by Battersea and who also acted in Pirates of the Caribbean. Billboards show Barley dogs being roughed up to lure well-wishers into adoption.
Here’s how the RFID system works: Battersea Cats and Dogs Family staff greet customers at the mall entrance and provide those interested in pets with an RFID-tagged Battersea brochure. To better judge this, the staff stood at the entrance with a cat or dog in their hands. Every consumer who walks in will be assigned a brochure. A Smartrac Frog 3D RFID inlay is included in the booklet. To protect privacy, the inlay unique ID number will not be tied to the holder’s information.
Staff will not inform consumers in advance that the brochure uses any special technology. So when a registered consumer walks into a billboard and the billboard shows a Barley ad video, the consumer will be surprised.
(Intellifi Smartspot RFID Reader)
Intellifi CEO Matthijs van der Weg said there were seven RFID billboards near the mall.
Intellifi readers have 6 built-in antennas, mounted on billboards, and some readers have additional built-in Intellifi reader antennas. The reader can detect the area where the person is. Each antenna supports 2 to 3 zones that the antenna can detect when a consumer moves within two or three steps. The reader then forwards the booklet ID number and signal information to the Intellifu Brain software and calculates the relative position of the consumer and the billboard.
This location data is provided by Ogilvy’s content management software, and the dog on the billboard will point towards the location of the nearest consumer. When approaching the billboard, the dog appears to be around.
The system can also record consumers who have passed the billboard. This way, when he passes the billboard again, the billboard will play a different video.
The difficulty of installing the reader varies from billboard to billboard, Jones said. Some billboards have a power supply connection, while others require an additional separate power supply unit for power supply. The hardware is not obviously important, he added, and RFIDiom has made some innovative tweaks to keep the reader, antenna and power supply unit covered.
In some cases, the readers are painted green and hung from trees, in others they are attached to lamp posts. There is an RFID billboard near the sky bridge in front of the shopping plaza. At this time, RFIDiom places the reader on the flower bed and covers it with flowers. All readers are built into IP-rated boxes for protection. Before the system went live, the team tested it with high-pressure water hose jets.
For two weeks in August, the system tracked hundreds of consumers. “A lot of people looked at the billboard multiple times,” Fishersmith said. “At first, they weren’t sure that the dog was facing him. So some went to Battersea staff at the mall to check, while others checked it multiple times. tried.”
Godfrey said the campaign was very successful. I think Ogilvy will continue to use this technology in the future. Jones, speaking on behalf of Intellifi and RFIdiom, said: “The most important thing is that we have proven that the technology can work.”
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