Synaxis Media links with BrandPlay for interactivity at Abu Dhabi malls

Synaxis Media is entering into a partnership with Dubai-based BrandPlay to enable them to cross sell interactive digital marketing networks within malls in Abu Dhabi and Dubai.

BrandPlay displays, gesture-based interactive projection screens, is currently building a GCC wide footprint in malls and cinemas. Having recently been named as the interactive technology partner for Cinestar Cinemas, you will soon see BrandPlay displays in cinema lobbies and malls across the country and the region.

‘Thanks to the new partnership with Abu Dhabi based Synaxis Media, currently the largest digital out of home media company, BrandPlay displays will soon be gaining a foothold within Abu Dhabi malls as well.’ said Mohamed El Omari, Managing Director for BrandPlay

BrandPlay will have full responsibility for the operation and media sales of the interactive floor and wall displays for its Abu Dhabi partner.

‘Synaxis has partnered with leading Abu Dhabi malls including Al Wahda Mall and Abu Dhabi Mall where we will start the new partnership with BrandPlay, with additional malls coming up soon.’ Fahad Al Absi, Managing Director for Synaxis Media added.

Like its other interactive displays in malls and other public areas, the BrandPlay system will project digital images onto the floors and walls, which attract passersby by responding to their motion. This type of ‘advertainment’ is said to be very effective compared to traditional media argues a U.S based Arbitron report in a research paper.

‘Once engaged, the user is invited to explore the interactive display, controlling it with different gestures that are tracked by motion sensors.’ added David Holm-Glad, Marketing Director of BrandPlay

As one of the most innovative Digital Out of Home Media Companies in the UAE, Synaxis Media provides its clients with a carefully selected product mix of digital media products providing uniquely positioned advertising spaces in high traffic locations. Synaxis Media focus on expanding it’s out of home digital media to provide the widest coverage possible.

‘We are excited to be working with Synaxis Media in Abu Dhabi and given our common vision we are confident this will be a success for us and our advertisers. Synaxis has a holistic approach to taking on complete malls where interactive surfaces will be an integral part of the over-all offering, while BrandPlay follows a horizontal approach focusing on interactive surfaces only but rolled-out broadly within malls across the GCC. This gives us a perfect window for cooperation,’ said Jostein Svendsen, M&A Director at BrandPlay.

Tags: BrandPlay, David Holm-Glad, Fahad Al Absi, Jostein Svendsen, Mohamed El-Omari, Synaxis Media

This entry was posted on Sunday, August 10th, 2008 at 1:43 pm and is filed under Announcements. Stay updated with the latest advertising, media, marketing and PR news from the Middle East through the RSS 2.0 feed!