Santalucía extends its digital signage channel with a new content strategy

The family protection insurer has a new digital signage screen, as part of the solution developed by Neo Advertising, installed on an atypical video wall located in its central office in the Plaza de España in Madrid.

The specialist Neo Advertising, Responsible for the creation of content and management of the Seguros Santalucía corporate digital signage project, has used a new content design “that represents a twist to the traditional video wall”, they point out from this company.

Taking advantage of the special characteristics of the Led screen and its large format, has opted for the concept 1, 2, 3…, that is to say, three screens and three steps to communicate the services and products that Santalucía offers in a different way, fun and very visual.

On this occasion, The arrangement of the windows of the insurance company's headquarters in Madrid's Plaza de España has provided an opportunity to create an original digital communication strategy with this video wall, since this unique design allows the information to be presented and displayed following the traffic of people passing in front of the screen.

Seguros Santalucía started this project with a first digital signage channel (more details in Digital AV Magazine) which will now be used for corporate communication. The second channel is aimed at advertising and services of this entity. To increase effectiveness, both will provide branding content, social media activity and special projects.

The dynamic pieces of the videowall combine texts and images about the services offered by Santalucía. Three pieces deal with retirement plans alluding to the creativity of three bears (the balanced polar, the determined brown and the prudent panda), in addition to interspersing advertising with branding, also in three pieces on values, seasonal contact and creativity.

Neo Advertising had previously developed projects for Santalucía, like the Christmas campaign 2015, As reported in detail by this diary. Under the claim 'your best wishes become messages', Citizen participation in social networks was encouraged on the screens (Twitter, Facebook, Google plus and Santalucía's own website), whose messages were broadcast on the dooh screens that the company installed in its Madrid headquarters, also involving the pedestrians who passed through the Plaza de España on those dates..