3D advertising on Rail eBoards: APG|SGA puts “Roland” in the spotlight

The 3D technology used in the new APG|SGA advertising campaign on Rail eBoards ensures it stands out and leaves a lasting impression. Taking centre stage is Roland, the animated protagonist who moves across the screen with great charisma and entertaining, self-deprecating humour. Roland is an impressive demonstration by APG|SGA of the potential of 3D advertising in public spaces, with the 3D effect making him almost tangible and transforming him into a main character.

The first phase, which kicked off on 19 May, saw Roland casually waving to commuters and travellers and pretending to push a red buzzer. In the second phase, from 26 May, Roland will actually press the buzzer and dive into different worlds, making around 50 Rail eBoards at busy railway stations across Switzerland the centre of attention.

Digital eBoards have been well regarded since their launch in 2000 and are popular with clients and media agencies, owing to their size, prime locations and coverage throughout Switzerland. The Rail eBoard is particularly eye-catching for commuters, because of its placement next to the general information display (providing details of rail services). The increasing sophistication of 3D possibilities means the Rail eBoard is becoming a more significant option in the media mix. With Roland, APG|SGA, Switzerland’s leading Out of Home advertising company, demonstrates how spatial graphics can be used and offers tips on its website on 3D implementations.

In the busy station environment, the combination of spatial depth, animation and high-resolution images creates an almost tangible effect. Roland gives the mobile target audience cause to pause and smile and prompts them to pull out their smartphones and share content.

APG|SGA collaborated on the campaign with the Berlin-based creative agency dyrdee Media. The design and animation studio specialises in unique animation capabilities and 3D implementations. “Roland personifies the zeitgeist: he’s confident, easy-going and has an unwavering sense of style. He loves to perform and shows that advertising can also be entertaining,” says Creative Director and inventor of the character, Ljubisa Djukic. Sven Henrichs, Managing Director, adds: “We’re always looking for innovative partners like APG|SGA to showcase brands and products in an impressive way. The Rail eBoards from APG|SGA offer an outstanding Out of Home advertising medium and are particularly suitable for creating impressive 3D displays, captivating attention and making a lasting impression.”

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

Information for advertisers
The full range of all Rail eBoards can be found at the following link APG|SGA Product Finder
Tools for 3D implementation are available at www.apgsga.ch/en/aktionen/3d-rail-eboard