Following a tender procedure, the Migros Neuchâtel-Fribourg Cooperative has selected Neo Advertising as exclusive operator for all Marin Centre ’s digital display media.

Marin Centre is the 2nd largest shopping mall in the French-speaking part of Switzerland, bringing together 54 retailers, including Migros, Decathlon, Media Markt, H&M and Globus, and visited by more than 4 million people every year. This is one of the most important shopping centres in the country, with a sales area of over 36,000m2 and an annual turnover purchase volume of CHF 200 million.

The advertising spaces deployed by Neo Advertising include 29 Digital Shopping Network surfaces (i.e. portrait screens displayed on totems, 14 of which are interactive) and two 11m2 LED Branding Zones.

As of now, this new shopping center is included in Neo Advertising’s “Malls 2019” offering.

As a real concentration of emotions, technology and design, these digital mega-surfaces—that are more than 12 m² on average—offer an exclusive communication space to allow advertisers to unleash their imaginations and creativity to surprise their customers.

There are currently seven Branding Zones near to the biggest shopping centres in the country (La Praille, Balexert, Migros Crissier, Migros Romanel, Letzipark, Fribourg Centre)—and number eight will soon arrive with a project at Wankdorf (Bern). They meet the needs of advertisers who have understood the importance of reaching their audience as close as possible to the points of sale to sway their customers’ buying decision. According to the latest POPAI study, more than 80% of purchase decisions are made at the point of sale and 60% of purchases are spontaneous.

The latest from this product range—the Branding Zones at Letzipark (ZH), Crissier (VD) and Balexert (GE)—are surprising because of their size (22 m², 17.8 m² and 48 m²), the picture quality, their key positioning (central atrium for Letzipark and Crissier, and the main entrance for Balexert), and their individuality (each Branding Zone must integrate perfectly into the architecture of the shopping centre)—all of which draws shoppers into the world of the brand on display. If so desired, these digital mega-surfaces can become connected to interact with the visitors to the shopping centre.

With more than 200 m² of LED surfaces using the latest technology installed in the last year, Neo Advertising is confirming its digital leadership in the world of shopping centres.
The development of these Branding Zones illustrates its “Smart Outdoor” philosophy. They offer customers the highest quality, unique communication solutions, which are always a step ahead and connected to run smart campaigns that are appealing and emotional—imagining the most beautiful stories for their marketing target.

In the face of the growing e-commerce sector, today’s shopping malls are confronted with a stark new challenge:
To take their customers on a journey of discovery and give them a truly exciting shopping experience throughout their visit. Customers can then combine their shopping with innovative and novel leisure activities – which is what differentiates a visit to a shopping centre from a simple online purchase.

It’s therefore essential for shopping malls to diversify and invest in cutting edge installations that can redefine what a display window or even the centre itself can be. Retail is the number one sector for the constantly changing field of DOOH communication, which guides and engages shoppers right at the point of sale.

True to form, we have again risen to the challenge and are delighted to be able to offer shopping malls a Branding Zone like no other: 100% digital, 100% curved, with a surface area of 15.55 m x 1.15 m.
These LED screens provide exceptional visibility and interactivity, and convey the desired message with even more power.
We’re enormously proud of this Swiss première.

MMM Crissier’s Branding Zone ensures relevant, targeted communication, conveying messages with immediacy, creativity, and guaranteed interactivity.
These installations connect with shoppers in an extraordinary, impressive way, and their strategic placement allows them to reach every visitor who comes through the door.