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48 Vienna Airport Control Tower - Pioneering Outdoor Advertising Imagination is the beginning of creation. You imagine what you desire, you will what you imagine and at last you create what you will. (George Bernard Shaw, Lrish Playwright 1950) Austria - The Past, Present and Future Imagine a country that is little known to the world, other than the famous Mozart or the breathtaking Alps Mountains. To many, this is Austria. Now think again and imagine a country that has set the pace with groundbreaking inventions, artistic novelty, architectural monuments and political diplomacy - a country that has influenced a region of more than 100 million inhabitants in its history, culture and tradition. This is the real Austria, a country with a population of roughly 8 million inhabitants, deserving credit for its past, present, and its aspiration to be ranked as a premier citgin the future. Vienna, the capital of Austria and former capital of the Habsburg Empire, has developed into a buzzing international metropolis, attracting a highly sophisticated regional, national and international community that reflects the city s ambitions to maintain its position as one of Europe s top (cities) - in art, history, culture, business and innovation. 48

49 The Pioneering Spirit Vienna has always been and still is a fertile ground for international growth and cooperation, and will continue to be a bridge between Western Europe and gateway to Central Eastern Europe. Why else would MNCs and NGOs alike choose to set up businesses and operations in this capital? Today, a pioneering spirit allows Vienna to venture into areas, whereby becoming a global front-runner once again. The Vienna Airport Control Tower (VACT) is a prime example of this spirit. Planned and constructed between 2003 and 2005, the VACT went into operation in October 2006 and is currently one of the tallest Airport Control Towers in Europe. Its distinctive shape - the middle section is covered with a 3800m 2 membrane section while the top section is rotated at a 45 angle - has already won acclaim and various awards for it s innovative design, making it the very first landmark building when landing in Vienna/Austria for the first time. The plan to use the mid-section membrane of the tower as a media and advertising tool was initially proposed by the architect (Zechner & Zechner). However, it was not until late 2007 when the airport and the local city council finally approved this project. PANI, a traditional Austrian company and one of the world s leading manufacturers of optical devices, was chosen to market the VACT. This pioneering company deployed four of the world s strongest large format projectors (BP 12 Platinum) with a source of 12,000 W HMI, thereby producing 100,000 Ansi-lumens (a small room typically requires from 200 to 300 lumens, a large room from 400 to 600, and a large auditorium around 2000 lumens). All four projectors are now located at certain points around the tower in such a way that each membrane surface is fully projected at night. Branding an airport tower is subject to the strictest regulatory requirements, even more so if the tower is permanently illuminated at night. Yet, the pioneers courage and persistence to introduce this novelty to Vienna prevailed. After passing all formal obstacles and procedures, permission to illuminate the tower was finally granted in November Vienna Airport Control Tower Pioneering Outdoor Advertising According to the UK-based IPA (Institute of Practitioners in Advertising), advertising has to reinvent itself to sustain growth rates during the oncoming years. Within this field, out-of-home advertising is currently experiencing a paradigm shift, moving from static imagery to dynamic or even digital technological deployment. The VACT is the world s first illuminated airport control tower. As of February 2008, the tower is occupied by its first permanent tenant, Samsung Electronics, a 49

50 global leader and provider of electronic consumer goods. By joining forces with Vienna Airport and its technology partners, Samsung has yet again become a front-runner in this development. Approximately 20 million arriving.departing passengers per year are warmly greeted by the VACT. Another 20 million car passengers per year are reminded of Samsung s pioneership when driving along the A4 motorway and passing Vienna airport. Yet, renting an advertising space is only one side of the coin. Creating a holistic concept to fit the tower s uniqueness became an equally challenging task. First, shaky steps were taken by treating the tower as a conventional outdoor medium, much like a standard billboard. Concepts were thus created by incorporating too many visual elements and carrying too many messages. Although these concept proposals were in line with Samsung s CI guidelines, they were not adept to the tower structure and therefore quickly discarded. - Back to Basics - What is the Vienna Airport Control Tower? The VACT is an architectural and artistic monument, a spectacular sight, and yet another memorabilia when experiencing Vienna(Austria) for the first time. As such, it should be treated in its uniqueness. More importantly, Samsung should reach out to meet and exceed the viewer s expectations when looking at the tower. This retrospective insight has brought about the key factors of success. By treating the VACT as an artistic object, a unique pattern was chosen that underlines the structure of the tower. Musical notes were incorporated to introduce Vienna as a cultural capital. A WELCOME message was subtly added to warmly greet the visitor. Moreover, the Samsung logo was placed such that the overall visual concept became synonymous with Samsung. To top off this concept and amplify the effect, different colors were chosen that represent diversity, unity and the spirit of the Olympic Games where Samsung is one of the main sponsors. The first key visual was on air from February to April 2008 and received a lot of positive responses, among them, the leading Austrian newspaper <Standard> as well as other internet news providers. When asked, visitors responded well to the branded VACT, saying that this sort of brand advertising is a novelty and symbol of quality, innovation and reliability. The second visual concept is currently on air and will be exhibited until the end of June. Here, the graphic designer focused on two issues, the oncoming UEFA Euro 2008 championship, as well as the artistic stream that is synonymous with Vienna. The concept The Art of Football was chosen as a headline to greet the visitor and show them that Samsung is part of their joy, fun and lifestyle. The current visual illustrates a super-sized football player, triplicated in his shadow to amplify the artistic nature. Moreover, Samsung s flagship models (Samsung Soul 50

51 & LE R 650 Series) have been included such that they support the spirit of the event. The next visual will commence in July, in time for the Olympic Games around the world. In September.October, Samsung will donate 1 week of air-time for the Breast-Cancer Awareness Campaign entitled Pink Ribbon. During this time, numerous landmark buildings around the world (Sydney Opera House, The Nelson Column in London, Museum of Fine Arts in Boston and others) will be completely covered in pink. Samsung is proud and honoured to have been invited to become part of this global cause. The last visual of 2008 will be devised as a competition where Samsung will ask upcoming artists and university students to compete against each other and thereby find the best visual for the Christmas 2008 campaign. Imagination - Desire - Will - Creativity <Whatever the realm today, the words of Shaw still hold true: > Imagination Desire Will Creativity It s been over 12 months now since I first laid my eyes on the VACT and started imagining how it would be like to utilize the tower. During this time, we enquired about the possibility to brand this medium and fully brand this tower. It s been over 9 months since we initially proposed this medium to our clients. During this time, we developed a real passion and desire for the VACT, with a strong focus and determination to realise this project It s been 6 months since we finally received the approval to brand the tower from the local authorities. Perseverance and determination were the kegs to success. It s been 3 months since we went on air with our first key visual concept. Even today, this project receives acclaim and positive comments from guests, visitors, travellers, etc. As a next step, we are now exploring branding or advertising opportunities in similar ways. This sort of technology could for example be used on standard bigboards in combination with projector illumination. During the day, the usual mesh will be visible whereas during the night, a projector can illuminate and animate the surface. This innovative development will be rolled out in other countries in the Cheil Worldwide Europe region in the near future, and we are once again relying on and working closely with local suppliers and partners who are willing to embark on the pioneership that we are proud of. What s coming up? In 2008, we are planning to enter various competitions with the VACT. We are very confident that we will perform well and are hopeful that the spirit of George Bernard Shaw will guide and reward us in this endeavor. The author would like to thank all individuals who have helped making VACT a success story. Cheil Worldwide, but also Vienna Airport, Pani, Austro Control and the local authorities deserve credit for their hard work, effort and determination. 51

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