3D advertising on Rail eBoards: APG|SGA demonstrates new advertising format with "Roland"
With a digital character named Roland, APG|SGA aims to demonstrate the potential of 3D advertising in public spaces. The campaign is running nationwide on approximately 50 Rail eBoards at high-traffic train stations.
Since May 19, 2025, an animated character named Roland has been attracting attention on APG|SGA's digital Rail eBoards. The new campaign aims to show how 3D animations can be staged in public spaces. In the first phase of the campaign, Roland interacted playfully with the public, for example by pressing a red buzzer. Since Monday, the animation has been expanded - Roland now actually presses the buzzer and is then immersed in different worlds.
The Rail eBoards are in use at around 50 stations throughout the country. Their prominent placement next to the train traffic display achieves high visibility, particularly among commuters. According to APG|SGA, the possibilities offered by increasingly sophisticated 3D technology are giving the Rail eBoard additional significance in the media mix. Roland is now intended to visualize how spatial graphics can be used. The combination of spatial depth, animation and high resolution further enhances the impact of the advertising space. On the APG|SGA website also provides tips on 3D conversions.
The character Roland was developed by the Berlin agency Dyrdee Media. The design and animation studio specializes in animation skills and 3D implementations. "Roland is the zeitgeist personified: self-confident, easy-going and with an unshakeable sense of style. He loves to perform and shows that advertising can also be entertaining," says Creative Director and creator of the character, Ljubisa Djukic. Managing Director Sven Henrichs adds: "The Rail eBoards from APG|SGA offer an outstanding medium in the field of out-of-home advertising, which are particularly suitable for implementing impressive 3D productions, captivating attention and making a lasting impression on the viewer."
APG|SGA Head of Marketing Beat Holenstein sees great potential in 3D for Swiss advertisers: "There are practically no limits to creative implementations in railroad stations. The Rail eBoard is ideally suited for 3D implementations - large, eye-catching and placed in prime locations."
