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Creative in association withGear Seven
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Limited Space Rolls Out New £1.6m Digital Showcase Media Network

11/04/2014
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Multi sensory new platform launches next generation Cotton Jelly retail brand

Limited Space, the leading specialist in digital Out-of-Home (DOOH) engagement in the shopping mall space, announces the rollout of its £1.6m premium digital screen network, Digital Showcase Media (DSM), across the UK. The first brand to take advantage of the new multisensory screen offering is new generation retailer Cotton Jelly.

At launch on 14 April, Cotton Jelly will be featured across the DSM screen network, which is targeting youth audiences with its unique, limited edition clothing lines designed to respond to social media trends and real time news.  Cotton Jelly DSM creative is aligned to this unique offering, designed to closely mimic the interactivity and social identity of the new brand’s engaging online experience, featuring the strapline British Born and Thread. Interactive screen content will evolve and respond to the brand’s social channels in real time.

DSM marks the next generation of DOOH technology, offering brands a solus multi-sensory platform for their creative in some of the most popular shopping malls around the UK. Following a successful trial at Bluewater, Limited Space have invested £1.6m into additional placements around the country, in high football malls such as Meadowhall, and Lakeside. Featuring the very latest in digital screen technology and multizonal sound, the screens measure 165 inches in size and utilise NEC ‘Ultra HD’ cinema screen quality images as part of a fully-rounded, interactive brand platform. It will deliver an audience of over 10mn shoppers per month.

The DSM network provides the creative canvas of a full screen surround wrap as well as a state of the art interactive ‘smart window’, which has a transparent multi-touch display and a back lit box allowing advertisers to display the physical retail product alongside their digital advertising content. This is combined with fully interactive capabilities that range from touch or gesture based technology to mobile phone engagement.

Romain Greze, managing director, Limited Space Media says: “Our DSM technology is utterly unique in this sector and represents the pinnacle in digital Out-of-Home technology for brands to engage with customers.  Partnering with a vibrant new brand like Cotton Jelly offers the perfect opportunity for us to both launch our product and the eye-catching content which shoppers engage with as they browse.”

Wes Henstock, Head of Creative, Cotton Jelly says: “We were looking for an innovative approach to support Cotton Jelly’s launch to market and DSM provides the perfect opportunity to engage with our target audiences with vibrant and multisensory content. This audience is fully engaged with mobile and social channels and the DSM network gives us a unique opportunity to not only launch the brand to market with real standout, but also to involve and engage these shoppers and create a connection with the clothing which is shaped by their own social trends.”

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