Combining digital screens with printed flyers is the latest trick to enhance customer engagement in outdoor advertising as competition for attention in public spaces heats up.

Seven custom-built free-standing digital screens will appear in shopping centres across Melbourne, featuring a red illuminated button that, when pressed, dispenses information flyers that fold up to the size of a credit card, with information about EnergyAustralia’s flexible pricing plans.

Combined with attention-grabbing boards and floor graphics, the company estimates the campaign has the potential to reach 2.7 million shoppers.

Melbourne digital printing and stationary company Eagle Stationers produced the card flyers and Sydney wide format printers Limelight Digital Graphics provided the screen decals.

oOh! head of product and brand marketing Simon Brady says the campaign is a creative and interactive way to build brand awareness and cut through.

“The retail environment is the best way to reach our target audience – it’s an area where they spend an extended period of time, and it’s also an interactive and exciting space,” he says.

oOh! head of production John Purcell says this kind of campaign is becoming more popular, as dispensing ShopaLites when combined with strong creative encourages interaction.

“We know people are receptive to product information while in the shopping centre, as they are looking for inspiration,” he says.

“Dispensing retail panels deliver high impact and a greater long term connection as they give shoppers something to take away.”

[Related: More outdoor news]

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