A light goes on at St. Jacob's
Outdoor advertising using LED screens as advertising space is a familiar sight at train stations. Now, Affichage is installing its first outdoor e-board in Basel.
over 18000 vehicles pass the St.
Jakob-Strasse-Brüglingerstrasse in Basel. But when the
adjacent St. Jakob Stadium FCB goalie Pascal Zuberbühler will be
parades or Roger Federer in the neighboring sports hall.
Swiss Indoors wins, then the intersection is sometimes swarming with
Thousands and thousands of people.
Advertising signpost
At this very junction, a concrete tower has recently been erected with the wide
St. Jakobshalle Basel", which will soon open its doors to the public.
function as a signpost. There is also a ticket office, a
kiosk, a bus stop and an ATM are also integrated. In addition
the tower also serves as an advertising space. Because the outdoor advertiser
Affichage has reached the crossroads via its subsidiary E-Advertising.
A 14 square meter e-board was installed on the tower façade,
which is expected to go into operation on November 1. The e-board is equipped with
four illuminated strips that surround the tower façade, electronically
coupled. If the logo of a company lights up on the screen whose
base color is green, the three-meter-wide stripes turn green.
also green. If the logo changes, the stripes adapt to the color.
accordingly.
Only slightly animated advertising
The affichage is also a challenge in terms of urban planning and aesthetics.
view is proud of this "novelty in outdoor advertising". Because until now
such electronic boards are only permitted indoors. On the
LED screen on the Basel Tower is in contrast to the
Affichage-E-Boards in station concourses due to traffic safety only
"slightly animated advertising" and no commercial allowed, like Ueli Ritschard,
Managing Director of E-Advertising, explains. "The e-board on the
We use the sports hall tower for branding and image advertising",
he says. "We're certainly not building a Piccadilly Circus here." Customers,
who wish to take the E-Board must commit to at least one
six months and then share the presence at the tower with a maximum of five
other advertisers. The six logos are alternately displayed 15
seconds every day between 6 a.m. and midnight. The
Subject change and the light strips that adapt in a flash
guarantee a high level of awareness. A six-month occupancy
costs the advertising customer 39,100 francs net, a whole year 66,300 francs. With Amag, Ritschard has
already concluded an initial contract, with further interested parties
he is about to graduate.
The client initially had an LED screen of inferior quality
and only for information within the framework of the public guidance system
tendered. "We suggested purchasing a more expensive e-board,
but to refinance this with advertising," reports Ritschard. That came
to: Affichage was awarded the contract.
Whether e-advertising will soon be operating similar e-boards elsewhere
can take? The opportunity is great, "because LED surfaces are increasingly being
for the façade design," says Ueli Ritschard.
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