Moving Tactics, a leading South African digital signage solutions company, has recently launched Digital Impact, an activation division that specialises in short-term, rental and campaign-based advertising solutions.
The first of its kind in South Africa, the division focuses on creating experimental marketing engagements by combining digital, traditional and alternative media elements.
Chris Day, MD of Moving Tactics, says, “Digital Impact was launched three months ago and has since been working with advertising agencies and brand directors to create and develop innovative, alternative and creative media solutions for a variety of launches, campaigns and activations. We are the first company in South Africa to offer a full-service solution, which incorporates everything from concept development, to installation, to producing content and art direction. We stage and style the entire production from start to finish.”
As a digital activation provider, Digital Impact offers a wide range of products and services, such as internal and external surface projection, touch technology, custom animation, motion-sensing projection, projection mapping and holographic projections. They also offer custom designed product-tracking LED screens and whispering window technology that turns glass or Perspex into ambient speakers. Many of these products can be used in isolation or in conjunction with one another to create the most effective and dynamic solution for the brand.
Andy Higginbotham, Creative Director at Moving Tactics Digital Impact, explains, “We’ve designed and created customised activations for a number of high profile brands that combine unique and intimate messaging that simply demand your attention.”
“We have recently completed a month-long campaign for adidas at Area3 in the Maboneng Precinct in the Johannesburg CBD. The solution featured a 4 x 3 metre motion-sensing projection on one of the interior walls of the building. The gesture-controlled digital wall featured the ZX flux sneaker, overlaid against the various adidas colour ways, where guests could interact and have fun with the digital artwork.”
Since Digital Impact launched in April, the team, led by Andy Higginbotham and Technical Director, Elan Davidson, has worked on activations and installations for Klipdrift at Fine Brandy Fusion 2014, ABSOLUT vodka at the MTV Africa Music Awards, as well as running initiatives for various liquor and soft drink companies in Central and East Africa.
When planning a digital activation, Davidson cautions against only going big. “Though large-scale is impressive, it’s not always about the bigger the better. We have found that by tailoring your projection and content according to the your space and audience, we’ve been able to produce 16 x 9 metre projections with amazing content at a far more affordable rate than companies who always advocate a 50-metre solution. It is all about wowing your audience with relevant and exceptional quality artwork in a space and on a scale that stops them in their tracks – that is how you talk directly to your consumer.”
Digital Impact has several projects underway in South and Southern Africa and, as a full-service digital activation solutions provider, is making its mark in this innovative industry.