CHRISTCHURCH, Today: Phantom Billstickers are teaming up with Big Street Bikers to launch New Zealand’s first public infrastructure double-sided digital screen network – Locky Docks.
These app-activated bike racks serve as recharging stations for up to 10 electric bikes or scooters, at no cost to users.
Prominently located in high traffic areas, each Locky Dock site is bookended by a 2.4 metre-high plinth with a two-sided digital screen. One side is dedicated to urban maps and public information, while the other side provides a constantly changing showcase for Phantom’s clients.
Smart technology provides extra accountability. Sensors in the digital posters measure the attention people pay, so you can get an idea of the consumers each campaign is reaching – and whether they’re intrigued by the message.
Phantom marketing manager Ben Stonyer says Locky Docks are financially sustainable for e-bikers because they’re supported by advertising.
“They’re provided at zero cost to the public or private property owners, and they’re free for everyone to use,” he says. “In return our clients get street-level exposure to a whole new audience of kiwis out socialising, commuting and going about their everyday business.
“When I worked at Saatchi Wellington, we believed NZ was a place where people could do great work that changed the world. With Locky Dock I reckon we’ve come up a business model that does just that.”
“When you add these super-smart digital sites to Phantom’s 6500 street poster frames, you can see the possibilities for outdoor ad campaigns that reach the parts other posters cannot reach.”
The first 10 Locky Dock installations go live in Christchurch this week, with digital poster campaigns from launch partners including Samsung, Yoobee & Reflex.
Other locations around Aotearoa will be announced later in June.
Cleve Cameron of Big Street Bikers says he wanted to remove the barriers to using e-bikes.
“Electric bikes and scooters are an incredible vehicle for social change because they bring cities to life while reducing New Zealand’s carbon footprint,” he said.
“Everywhere else in the world, people have to pay to use recharging stations but we’ve been able to offer the service for free, thanks to partners like Phantom Billstickers and Mercury Energy.
“When I worked at Saatchi & Saatchi Wellington, we always believed New Zealand was a place where people could do great work that changed the world. With the Locky Dock I reckon we’ve come up a business model that does just that.”
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