3M Digital Display Brings Hidden Hearing’s In-window Communications to Life

“Using Vikuiti Rear Projection Film we can move merchandising beyond simply showing a product. We are now able to communicate sophisticated and complex offers at the point of sale,” added Paula Dowie, Managing Partner of Ignite Retail Design International. “In our project with Hidden Hearing, Vikuiti Film provided an eye-catching medium through which to demonstrate the effects of hearing loss, explain that a solution is possible, and offer a free hearing test in the store. Vikuiti Film gives us the power to attract and hold people’s attention sufficiently to put all those messages across.”

Elliptical Vikuiti displays measuring 1.2m x 0.9m are being installed in six branches of Hidden Hearing. The first test site in Tunbridge Wells is already active, and has successfully increased the number of visitors to the branch and encouraged increased take-up of consultations. The first video presentation, created by Ignite, shows a series of life situations showing how people who suffer from hearing loss can improve their quality of life. The video concludes by offering a free hearing test in the branch. The video is played continuously using the ceiling-mounted projector, and can be updated quickly and easily as required.

Graham Lane of Hidden Hearing confirmed, “As our design agency, Ignite constantly looks for new ways for us to attract new customers. I am really pleased with the trial so far. I am particularly happy that we have been able to achieve shaped screens, and that these are mounted against the window for maximum impact rather than being set back. Vikuiti Film also gives a much wider angle of vision than a conventional screen, which obviously benefits any retailer wanting to capture and keep the attention of the passing consumer.”

The ability of Vikuiti Rear Projection Film to attach directly to the shop window from inside the premises, without the needs for mounting brackets or electrical supply, meant Ignite’s designers could enjoy maximum freedom to match the display to the organic, contoured styling applied throughout the store. This has allowed Hidden Hearing to incorporate multimedia seamlessly into its marketing, using motion, sound and colour to complement the brand and maximise impact.

Following the success at the Tunbridge Wells branch, Ignite and Hidden Hearing plan to extend the trial to branches in Kingston-upon-Thames, Rugby, Salisbury, Peterborough and Baker Street, London.

Billy Evans, Sales & Marketing Manager for 3M’s Optical Systems division, added, “As an established international retail design group, Ignite has demonstrated how Vikuiti Rear Projection Film opens new creative avenues in retail merchandising. Moreover, Vikuiti Film’s versatility and ease of use enables brands to communicate powerfully with specific types of customers.”