Adwalker, the fledgling outdoor media concept where screens are attached to people’s clothes, has signed up lastminute.com as its first UK client.
Lastminute.com is using the medium to promote a 48-hour sale. The campaign starts today (Wednesday) and will involve “adwalkers” being positioned at several high footfall sights, such outside London Underground stations.
Adwalker claims to be the 21st-century equivalent of sandwich boards. The screens are worn in the form of a bodypack and can offer interactive and mobile services and the opportunity for advertisers to target particular groups of consumers.
The pioneering concept of plasma screens worn around the head was originally developed in Ireland and has been used by Cathay Pacific, Charles Schwab, Sony and General Motors across the US and Hong Kong. Adwalker’s services also include strategic brand advertising, using static or broadcast copy, to point of purchase using a credit card swipe.
The plasma screens can also connect with all mobile digital standards – 3G, Bluetooth and Wireless Hotspots – allowing news, financial or sporting updates to be made. Clients in Ireland include Heineken Lucozade, Unilever and Volvo.
The company has gained a listing on Ofex, the European independent market for small and medium-sized businesses, and hopes to raise &£2m and attract institutional investors.