Coventry bar stirs up custom with Vikuiti film

A 3M product story

Edited by the Marketingweek Marketplace editorial team Jul 12, 2007

A Prague Bar has deployed in-window digital advertising using 3M's Vikuiti Rear Projection Film to communicate special pricing, national promotions and upcoming guest DJs to passers-by.

Pub, bar and club owners must continually create new and innovative ways of communicating promotions to their target audiences to stay ahead in today's fast-moving licensed trade.

Situated in the heart of Coventry's newly regenerated Priory Place, Prague Bar and Restaurant is using Vikuiti Rear Projection Film from 3M, the diversified technology company, in its main window to present vibrant promotional content, attract attention and entice potential new punters.

Jo Matharoo, Director of MHL, owners of Prague Bar, commented: "I was truly amazed by the quality of the images produced by the Vikuiti Film and how easily it is installed and maintained.

"In my experience, other types of display do not produce such rich, brightly coloured images behind glass from morning to evening.

"It has certainly grabbed the interest of passers-by and has presented us with the opportunity to broaden our audience reach considerably".

Vikuiti Rear Projection Film has been applied to the bar and restaurant's public-facing first-floor window, which overlooks a continental style square frequented by tourists, shoppers, local residents and office workers.

Multimedia content, comprising text, logos, images and video, is brought to life in the window display, and can be easily read from long distances and all angles.

No unsightly wires, supports or mounts are required and the projector is out of view on the ceiling so that the eye can concentrate entirely on the content being played.

"Our Vikuiti Rear Projection Film is ideal for in-window advertising and promotion applications in pub, nightclub, restaurant and hotel environments where generating new business while retaining existing custom is a primary objective," commented Lloyd Cole, European Marketing Manager, 3M Optical Systems.

"For example, with the no-smoking legislation in place across the UK, it can be used to create eye-catching displays that entertain and occupy the interest of smoking customers whilst outside public premises.

"Its ability to be cut to any size or shape, including company brands or logos, also allows for new levels of creativity in display designs.