Big+ engagement software deployed in LRT KLCC - Avenue K tunnel walkway

Big+ engagement software deployed in LRT KLCC - Avenue K tunnel walkway
Excluded from graph
Deployment Status	Ongoing
Deployment Start Date
Deployment End Date
Events	* uses Record type Property:Has event Start (8 March 2019, Documented, , No description)
City	Kuala Lumpur
Country	Malaysia
Involved Entities	Acer
Keywords
Technology Deployed	Big + Engagement Software
Information Certainty	Documented
Primary sources	1, 2
Datasets Used	Big + Engagement Software (Dataset)
Deployment Type	Commercial Surveillance, Targeted Advertising
runs search software
managed by	Big Tree (MY)
used by	Big Tree (MY)
Potentially used by
Information Certainty	0
Summary	The tunnel connecting Suria KLCC to LRT KLCC and Avenue K is a hotspot for advertisers as is has a high footfall. Big Tree is a media player company who runs immersive campaigns in the tunnel as well as other spaces in the city. In this case, they outline their new Big+ engagement software which uses sensors, facial recognition and geofencing to target campaigns. An Acer campaign in the tunnel is given as a sample case study. Based on the description of the software given by the CEO in an interview, it appears that some form of demographic based facial recognition and data collection is at play. This is because the advertisement is able to recognise and track who is viewing the campaign and tailor what is shown next to the viewer. This data is also collected by Big Tree for analytic purposes. The campaign can also be sent to the devices of persons in the tunnel using geofencing.

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Information Certainty: Documented

Deployment Purpose: Commercial Surveillance, Targeted Advertising

Summary

The tunnel connecting Suria KLCC to LRT KLCC and Avenue K is a hotspot for advertisers as is has a high footfall. Big Tree is a media player company who runs immersive campaigns in the tunnel as well as other spaces in the city. In this case, they outline their new Big+ engagement software which uses sensors, facial recognition and geofencing to target campaigns. An Acer campaign in the tunnel is given as a sample case study. Based on the description of the software given by the CEO in an interview, it appears that some form of demographic based facial recognition and data collection is at play. This is because the advertisement is able to recognise and track who is viewing the campaign and tailor what is shown next to the viewer. This data is also collected by Big Tree for analytic purposes. The campaign can also be sent to the devices of persons in the tunnel using geofencing.

• Details

Products and Institutions:

Product Deployed	Big + Engagement Software
Institutions ⠉	Big Tree (MY)
Datasets	Big + Engagement Software (Dataset)
Search software

Status and Events:

Status	Ongoing
Events	Start (8 March 2019, Documented, , No description)
Start Date
End Date

Users:

Involved Entities	Acer
Managed by	Big Tree (MY)
Used by	Big Tree (MY)

Location:

City	Kuala Lumpur
Country ⠉	Malaysia

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Description

Big Tree is a media player company in Malaysia. They play advertising campaigns in their spaces, for example this tunnel in Kuala Lumpur. In order to drive engagement, surveillance technologies which utilise facial recognition and other forms of what appears to be behavioural data, as well as geofencing, to target advertising and engage audiences looking at the material. The following are excerpts from an interview with the CEO of Big Tree, Shukor Ariffin, who outlines how the engagement software works. A sample case study of Acer's campaign in the tunnel is given.

Essentially, Big+ technological offerings, most of which are in development with our industry partners, it will augment OOH even more. While these media platforms are still relevant, the question I usually bring up is: for how long? That is precisely why Big Tree introduced this new innovative solution. You asked if programmatic will be a part of this big picture – to some degree, it will be. Part of the digital disruption will be the growing use of data analytics, a growing trend that advertisers and marketeers are already looking into. Big+ has considered this as the sensors and scanners that are in use will detect, track, and actively engage the target audience. The continuous collection of data will be critical as it enables to be more proactive 1

The Big+ engagement software has three components, big capture, big scan and big effects. It appears that demographic data or facial recognition with some form of age or racial identification is being collected as it can identify if users are from a target audience.

Tell us more about Big Capture, Big Scan, and Big Effects? "Of the three, the first – Big Capture – is the most proactive as it determines if users are within a specific zone that are part of a specific target audience. The other two directly interact with users that have received prompts from the advertisements and encourage them to engage with the interactive content. With Big Scan, consumers can immediately engage with call-to-action and jump right into activation. As for Big Effects, it responds to current conditions in real-time to ensure the most engaging advertising appears. In doing so, the marketing content always fits the target audience or environment ambience" 1

A sample case study is given of an Acer campaign which used Big+ to drive engagement.

Acer’s mantra is about constantly looking for innovative ways to reach customers in a more targeted manner, while setting itself apart from the noise.The brand has been present on the Media Wall Graphics and Irregular Lightboxes in the Tunnel Experience, connecting Suria KLCC to LRT KLCC and Avenue K. This tunnel targets the affluent urban demographic, professionals as well as local and international travellers. Acer’s launch campaign for the Acer Swift 5 combined creative visuals in the Tunnel Experience and also online engagement. In expanding the campaign’s reach as well as augmenting campaign effectiveness, Acer explored Big+ with Big Capture, a geo-fence technology that serves online banners to audiences’ smart devices 1

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