Hyper takes DOOH on the move with its street team

Kiwi media company Hyper has launched a digital street team that takes out of home campaigns on the go via backpacks.

The team is made up of trained brand ambassadors who carry 5G-connected digital screen backpacks. They are deployable anywhere in the country and add a human element to digital out of home (DOOH).

Hyper operates a full-motion DOOH network, running HD video and animation across major retail environments nationwide.

This media has legs

While full motion means the content moved, now with the digital street team, the screen moves too.

The live creative is pushed over 5G, meaning that campaign messaging can update in real time, responding to location, moment, or audience as the team moves. The screens are also audio-capable.

“We’re big fans of out-of-home as a channel, but it has always had one limitation: for the most part it stays put. Our digital street team changes that completely. They go where the brand needs to be, when it needs to be there. The response since launch has been fantastic. This media’s got legs, and it knows exactly where to walk,” says Hyper CEO Ben Partington.

Use cases include contextual campaigns at festivals and events, competitor-proximate promotions, sampling drives at high-footfall sports or entertainment venues, and any brief where fixed-location media cannot reach the right audience at the right moment.