Loop Signs
I talk digital signage in retail and customer/brand engagement
Published Jan 21, 2024
The Adidas predator van activation had me thinking — what if we maintained everything but applied the 3% rule to integrate digital signage?
For anyone who doesn't know what the 3% rule is, Virgil Abloh believes:
“A creative only has to add a three per cent tweak to a pre-existing concept in order to generate a cultural contribution deemed innovative – for instance, a DJ only needs to make small edits to innovate a song. Likewise, a designer would only need to add holes to an iconic handbag to leave his mark."
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The original activation was well executed, shoutout to the teams involved (check my activity to see it). But, as a professional in the signage industry, I would be remiss if I didn't consider incorporating digital signage into this activation in some way.
So here's what I propose: maintain the original concept but switch to wrapping an LED vehicle instead, to maximize visuals and again, boost customer engagement.
By applying the 3% rule, we still keep the original concept without losing anything, but gain increased visibility, engagement and retention with improved visuals and potential extra storage space thanks to larger LED vehicles .
We also avoid using a standard van, setting us apart from other brands 😉
Just sharing my thoughts on how the 3% rule can be applied anywhere, by slightly tweaking a concept, we can significantly enhance engagement and retention — Enjoy the visuals.
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A Decolonist, Africanist, Activist - Mover of Needles... Join my newsletter for insights on #Power #Creative #Sales #Marketing #Innovation. Hahahaha!
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