The smart billboards that guide clubbers home after a night out: EE installs 42 devices in Manchester that light up with travel updates when approached
- Manchester will have 42 smart billboards and projections in entertainment centers
- They will light up and direct people to the nearest train station, bus stop and taxi stand
It’s likely to be freezing cold for a few more winter nights, so anything that can help revelers get home faster after a night out will be hugely received.
It’s a good thing, then, that from dusk tonight, teenagers in Manchester can rely on a new type of technology to show them the way.
That’s because 42 smart billboards and street projections have been placed in and around the city’s popular nightlife spots to point people in the right direction to the nearest train station, bus stop or taxi rank.
The initiative will use real-time data to provide travel updates from 8 p.m. to 3 a.m. each night.
These include waiting times for taxis, as well as information on the next trains, trams and buses from nearby stations.
New initiative: Manchester revelers can rely on 42 smart billboards and street projections from dusk to find their way home after a night out
The initiative will use real-time data to provide travel updates from 8 p.m. to 3 a.m. each night
There will also be geo-targeted travel tips on social media via Instagram, Twitter and TikTok.
The billboards, which use the latest augmented reality technology, will light up when people approach to make them feel safer.
Placed in student hubs and around the city’s bars and nightclubs, they light up with arrows against a venue’s backdrop.
Augmented reality works by superimposing computer-generated images on top of an existing reality and was previously developed into apps to bring digital components into the real world.
An example is the Pokemon Go app, where characters seem to appear in real life scenarios.
Screens at four locations in Manchester will detect approaching pedestrians and respond accordingly, sharing location-specific travel options to direct people to transport hubs and find their way back home.
The campaign, set up by Saatchi & Saatchi London and mobile network EE, will run until mid-March, when the clocks move forward and the evenings get lighter.
It also offers street projections, with travel information on sidewalks outside entertainment venues and other popular areas in Manchester city centre.
The billboards, which use the latest augmented reality technology, will light up when people approach to make them feel safer
Placed in student hubs and around the city’s bars and nightclubs, they light up with arrows against a venue’s background
These are supported by nearby public charging points to help students or revelers whose smartphone battery has run out.
Pete Jeavons, Marketing Communications Director at EE, said: “This campaign is a great example of how our Stay Connected Data can play an important role in our customers’ lives.
“We’re excited to use advanced advertising technology in a new and creative way to demonstrate how EE keeps customers connected when they need it most.”
EE said its ‘stay connected at night’ campaign was inspired by the Women’s Night-time Safety Charter, a plan launched by Manchester City Council late last year to rally businesses to make the city safer for people in the night economy.
