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Dynamic Image Lenticulars: Graphics that Help Car Companies Cut Through the Clutter

Dynamic Image Lenticulars: Graphics that Help Car Companies Cut Through the Clutter










(PRWEB) February 1, 2005

A new car advertising strategy is rapidly gaining advocates for its ability to interactively grab the public’s attention: the use of Dynamic Images for promotional poster, signage display, and POS sales support. These next generation graphics, produced by Dynamic Images (http://www.dynamicimages.com), a division of PP/G in Hawthorne, California, have received credit for their ability to portray product features and benefits with 3D graphic depth and animated graphics effects like zooms, flips, and dissolves -- hence the namesake, “dynamic image” lenticular graphics.

Audi recently installed Dynamic Images in 118 UK showrooms for the launch of its remodeled A6 as part of a point of purchase display using two versions of 1x1.5 meter magnetic-backed panels. In one design, the graphics depict the A6 zooming toward the viewer to come to rest in an extreme front-view close up.

“Dynamic imagery and lenticular are better known for outdoor campaigns,” said Alex Moss, marketing director of Hive Associates, the London-based ad agency that produced the campaign for BBH Audi Retail. “It works just as well in-store, especially when it adds a dynamic edge to what would otherwise be a static display.”

These high-end graphics use a patented photographic process purchased from Eastman Kodak that employs large-scale (up to 48”x 96”) photographic film instead of cardboard to provide up to three times the resolution and color intensity of traditional litho lenticulars and three times the animation time for a full range of motion to add impact to automotive outdoor advertising campaigns.

At the Paris Auto Show in Sept. 2004, Peugeot unveiled its new model 1007 car using Dynamic Image posters.

“Peugeot wanted to demonstrate the opening of its remote power sliding doors for auto dealers in poster form, and wasn’t satisfied with static photos which can’t show motion,” explains Jean Luc Thorel, Associate Director of Dynaxium, the Paris-based international marketing firm that developed the poster campaign for Peugeot. “They considered streaming video, but this wasn’t visible enough in bright lighting, and the cost was prohibitive.”

In the end, Peugeot decided on Dynamic Images. “These generated enormous interest, with their interactive ability to tailor 3D and illustrative motion to the viewer’s vantage point,” says Thorel. “Peugeot is surprisingly happy and plans to use the same visuals in a pan-Euro ad campaign.”

Recently, Toyota used Dynamic Images in its Sienta campaign, for which it won the Dentsu Award, Japan’s highest honor of advertising excellence, in the poster category.

“We needed to highlight the benefits of easy-folding seats with eye catching visuals,” says Keisuke Konishi, Senior Sales Manager for Meisho Printing, the Tokyo-based printing company that produced, with Dentsu and Toyota, the poster campaign for Toyota. “The Dynamic Image was a dramatic, interactive way to show how easily the second row of seats allow access to the seats in back. Toyota is very pleased with the Dynamic Image lenticular posters, and is planning a new project using them in early 2005.”

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