3D advertising on Rail eBoards: APG|SGA puts ‘Roland’ in the spotlight

Advertising that stands out from the crowd and sticks in the memory thanks to 3D technology – this is the message conveyed by APG|SGA’s new campaign on Rail eBoards. At the heart of the campaign is Roland, an animated protagonist who moves across the screen with great charisma and entertaining self-deprecating humour. With Roland, APG|SGA impressively demonstrates the potential of 3D advertising in public spaces: thanks to the 3D effect, Roland is almost tangible, making him the ‘main character’.

During the first phase, starting on 19 May, Roland casually waved to commuters and travellers, pretending he was about to press a red buzzer. In the second phase, starting on 26 May, Roland actually presses the buzzer and dives into different worlds. As a result, around 50 Rail eBoards at busy stations across Switzerland are receiving special attention.

The digital eBoards have been well established since their introduction in 2000 and are popular with clients and media agencies due to their size, prime locations and nationwide coverage. Among commuters, the Rail eBoard attracts particular attention due to its placement next to the Generalanzeiger (rail traffic information display). With 3D capabilities becoming increasingly sophisticated, the Rail eBoard is taking on added significance within the media mix. APG|SGA, Switzerland’s leading outdoor advertising company, demonstrates how spatial graphics can be used in collaboration with Roland and provides tips on 3D implementations on its website.

Amidst the bustling surroundings of the railway station, the combination of depth, animation and high-resolution imagery creates an almost tangible effect. Roland makes passers-by pause and smile. Smartphones are whipped out and content is shared.

APG|SGA developed the campaign in collaboration with the Berlin-based creative agency dyrdee Media. The design and animation studio specialises in unique animation techniques and 3D productions. “Roland is the embodiment of the spirit of the times: self-assured, laid-back and with an unshakeable sense of his own style. He loves being in the spotlight and shows that advertising can also be entertaining,” says Ljubisa Djukic, Creative Director and creator of the character. Sven Henrichs, Managing Director, comments: “We are always on the lookout for innovative partners such as APG|SGA to showcase brands and products in a striking way. APG|SGA’s Rail eBoards offer an outstanding medium in the out-of-home advertising sector, which is particularly well-suited to creating striking 3D displays, capturing the eye and leaving a lasting impression on the viewer.”

Beat Holenstein, Head of Marketing & Partner Market at APG|SGA, sees great potential in 3D for advertisers in Switzerland: “There are virtually no limits to creative applications in railway stations. The Rail eBoard is ideally suited to 3D displays – it’s large, eye-catching and situated in prime locations.”

Information for advertisers
The full range of all Rail eBoards can be found at the following Link as can be seen .