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Keep the content crowns coming

Here's the third entry in our series taking a closer look at the winners of this year's DSA Crown Awards for digital signage content.

December 17, 2014 by Christopher Hall — w, t

The Digital Screenmedia Association recently announced the winners of its fourth annual DSA Crown Awards, which recognize excellence in digital out-of-home content — and this week we're taking a closer look at another one of the winners, the third we've looked at so far.

"The content continues to improve at both budget levels, and we are seeing outstanding content on so many cross-platform channels," said Keith Kelsen, who co-hosted the Crown Awards ceremony in New York City and also served as one of the award judges, in a DSA announcement of the winners. "It's clear that content continues to truly be the most important part of execution. The high standard of quality of the content speaks volumes about the care producers put into these deployments and the care they take in making the brands look great."

The awards ceremony was co-hosted by Kelsen, CVO of 5th Screen Digital and author of "Unleashing the Power of Digital Signage," and Bob Moul from Artisan Mobile, the host of the party and awards ceremony.

The winner of Gold Crown Award for the Point of Sale (content budget less than $10,000) category was the LG UHD Wall, submitted by Two West. There also was a Gold Crown Award winner in the Point of Sale (content budget of $10,000 or more), the Bank of Ireland Dublin City University Branch, submitted by RMG Networks (which we wrote about here).

Here's the video the judges saw of the LG UHD wall at Best Buy, designed to immerse customers in the LG UHD story while educating them on why they should choose an LG 4K TV:

More about the deployment:

The objectives behind the LG UHD Wall were:

• Tell the LG UHD story and inform customers on how LG UHD excels;
• Increase LG brand awareness and convert LG UHD sales; and
• Create an interactive display to entertain, educate and engage in-store customers without the aid of sound — until the Soundbar demonstration comes in for impressive contrasting sound.

The concept of the LG UHD Wall consisted of leveraging consumer-benefit messaging and the 4K picture quality video to draw customers to the display where they could then interact with the TV, Sound Bar and Magic Remote for immersive, hands-on comparison. After LG UHD Wall implementations, sales teams at Best Buy confirmed an increase in brand identity and conversion rates for the LG UHD TVs, according to Two West.

And here's what the judges had to say in their anonymous comments:

"Engaging images with stellar 4K quality … love the sound bar images."

"Nice integration of a physical display, digital content and the product itself."

"A well-presented entry … Simple but effective content."

About the awards:

"The content is amazing, and the engagement proves it," DSA Executive Director Paul Flanigan said. "We're thrilled to be able to recognize outstanding content. The quality can make or break an experience, and we're seeing some outstanding companies embrace and present the wow factor."

The DSA Crown Awards ceremony was held in New York City at the Paramount Theater at the Hard Rock Cafe in Times Square on Nov. 5, following the first day of Customer Engagement World. The DSA Party at the Hard Rock was hosted by Artisan Mobile, and presented by Scanalytics and Synnex.

The categories for the content awards were Point of Sale (content on screens in store catering to the shopper); Point of Transit (reaching people are on the go, such as at airports and with digital billboards); and Point of Wait (places where people have dwell time such as banks, elevators and doctor's offices).

Read our previous posts about the Crown Award winners here and here.

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