MOLINO Ltd. provided a unique ambient solution for its client in Budapest, Hungary. As part of MKB's chip card bank card promotion launched in 2010, the company group was tasked with creating a unique visual appearance on a nearly 600 m² construction scaffold.
"Hungarian consumers had already encountered 3D protruding construction mesh advertisements, and LED light strips were not a real novelty either. The great challenge was the realisation of a rotating chip on the protruding structure, which at the same time had to be illuminated from the inside on both sides," stated Tibor Tarján, the company's managing director – who added: it is indeed possible and necessary to think about combining already near-traditional ATL venues with ambient solutions, which is also supported by the audited research of the MRSZ ambient section."
"During the planning phase, it was very important to pay attention to proportions and to the load-bearing capacity of the scaffold. It caused no small headache in the planning that the maximum protrusion of the structure from the scaffold was essentially limited from a static perspective, yet due to the rotating movement of the card, the card had to be able to turn all the way around," said Viktor Földényi, Sales Director of MOLINO Ltd.'s production and implementation division, who coordinated the entire implementation."
A team of 14 people was deployed for the work; just to erect the card structure – which stood 3 people tall and weighed nearly 300 kg – six people were required. The metalwork, as well as the design and implementation of the special rotating motor and the internally illuminated backlight box, took nearly 5 weeks. The flexibility of the creative agency was also indispensable to the success of the project.
In addition to the busy city centre location, at 2 further locations the task was to highlight the chip card, which was achieved using a custom gold-coloured LED strip. In this section of the advertising mesh, the LED light strip was threaded through special conduits with reinforced welding, activated at dusk by a twilight switch.
"We tried to convince our client to go with a simpler solution after we kept running into dead ends during the planning, but he stood by his own idea – and in the end he was right. As for his question about how the wires would not get tangled inside the rotating, flashing chip card, we only asked: please let that remain our secret!" – said Tibor Tarján, Managing Director of MOLINO Ltd.
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