Over two days, creative minds from all over the world strove to develop tomorrow’s bus stop at JCDecaux Finland’s IoT challenge.
The second edition of one of Europe’s largest technology events, Junction Hackathon, took place in Helsinki, in the end of November, and gathered more than 1200 people from over 50 countries. During 48 hours, teams were challenged on different topics like the Internet of things, virtual reality, mobility, health technologies… while the hosts provided them with specific devices to arouse creativity and innovation.
Since we are the market leader we always have to look forward and think about the future of our street furniture (e.g. bus stops). Junction was an awesome event to see what the future might be for outdoor advertisement.
Communication Planner, JCDecaux Finland
Junction 2016 - Helsinki, Finland
The bus stop of the future
JCDecaux Finland co-hosted with Futurice, a Finnish software development company, “The bus stop of the future” Challenge at the IoT* track.
*IoT: Internet of Things, that is the Internet working on physical or smart devices, such as a connected bus shelter, in this case.
27 teams raced for developing revolutionary devices that would help to enhance the bus shelter experience and more generally citizens’ everyday life. Each project was unique. Some teams imagined new advertising solutions, while others programmed non-commercial services, like the team who used Helsinki Museum’s API to create GuessWho, a game challenging people’s knowledge of famous painters.
ADDY: "a revolutionnary new way to advertise"
This year’s winning team set up a passive-interactive smart screen, called ADDY.
Seeing the endless possibilities of providing entertainment to bored people waiting for a ride, we immediately knew this was the right challenge for us.
The ADDY Team
Winning Team of "The Bus Stop of The Future" challenge
The Addy Team
When you walk past the screen, ADDY seeks for your attention: when you get closer, it suggests you clothing relevant to the weather, and shows it on you. Prices and information are displayed on the screen, as incentives to buy the product.
To achieve this, ADDY combines Zalando API, which selects pieces of clothing from its database, with ESA (European Spatial Agency) API, which provides weather data and enables the ad to adapt its scenario according to whether it’s warm or cold.
We saw an opportunity to shift from static advertising to dynamic advertising.
The ADDY Team
Proud of their work, which was only a demo, the team talked about the opportunities unlocked by their invention. It could be extended to other clothing brands, or other advertisers. Moreover, while imagined for a bus stop, ADDY would be just as effective on other furniture in different environments (malls, stations, airports…).
We wanted to take part in the Hack Junction to get a glimpse into how millenials see the role of outdoor advertising in the urban space. Of course, we were also looking for new business opportunities and avenues, that we are actually already now following up on two weeks after the event.
Marketing Manager at JCDecaux Finland