Eye-catching Vikuiti screens play out feature rich content in Chelmsford and Milton Keynes dealerships

Bracknell, UK, 3 November 2008 – 3M, the diversified technology company, and Creative Graphics International (CGI), world leader in branding and graphics solutions for commercial and automotive applications, today announced that Volkswagen UK has installed dynamic wide screen and interactive digital displays using Vikuiti Rear Projection technology in its Chelmsford and Milton Keynes dealerships. Renowned for its brand energy and vitality in advertising and promotion campaigns, Volkswagen is using the displays to play vibrant video that captures customer attention and maximises brand assets to their full potential.

A 96-inch 16:9 Vikuiti screen has been hung on the first floor of the newly built flagship Volkswagen dealership in Chelmsford, Essex. A ceiling mounted projector beams content rich, streaming video designed to educate, entertain and inform customers of the latest Volkswagen offers and information, which is controlled by Volkswagen UK head office in Milton Keynes. Positioned above an open atrium on the ground floor, the giant screen is intended to catch the customer’s eye and drive traffic upstairs to peruse the used car stock.

“We have been extremely pleased with the performance and value of the giant display in our new Chelmsford premises, especially compared to the price of plasma or LCD,” commented Darren Thompson, Brand Manager, Inchcape Chelmsford. “The objective was to create a real wow factor when customers pass through the atrium and the Vikuiti Screen has helped achieve this with its huge size, wide viewing angle and high brightness.”

The second Vikuiti screen, this time using the film version, has been installed as a pilot in the showroom window of the Volkswagen dealership in Milton Keynes. Combined with an interactive touch foil, the 40-inch 4:3 screen empowers customers to access and navigate the Volkswagen website to view or configure cars stocked locally and nationally in their own time simply by touching the screen. This is especially appealing for those potential customers that do not wish to speak to a salesman and tend to visit the showroom out of hours for peace and quiet.

Spencer Huggett, Brand Manager at Wayside Milton Keynes Volkswagen, added, “Although only a pilot, initial indications of customer favourability towards the interactive window display have been positive. It has been completely reliable and looks great, even in bright daylight.”

The two digital displays were installed by CGI who are designers, manufacturers and installers of graphics and signage to the transport industry sectors, including automotive, aircraft and leisure-related transport such as boats, caravans and motorbikes. The company recently ventured into the digital signage marketplace as a reseller of 3M and is receiving great interest in Vikuiti Rear Projection Displays from customers, primarily in the automotive market.

According to Steve Perry of CGI, “Car dealerships committed to new build premises are willing to make the investment in new technology and the Vikuiti Rear Projection Screen is regarded as good value for money. We are planning to feature Vikuiti Screens in more of our work in the future as we regard digital signage as a complementary medium to static signage installations in this market - the two go hand in glove with one another. The key factor to remember is that the screen is only as good as the content fed to it. Luckily, Volkswagen is content rich and they are already channelling footage through their V-TV LCD systems in dealerships.”

“This is testament to the increasing popularity of Vikuiti screen as a dynamic display medium in car showrooms for their ability to attract and engage customers,” said Lloyd Cole, European marketing manager, 3M’s Optical Systems Division. “The screen is lightweight and easy to install, and combining it with other self-adhesive text or graphics allows for even greater visual impact.”

Email: kerrym@neesham.co.uk